Consumer Behaviour
A. How can marketers use measures of recognition and recall to study the extent of Consumer learning?
Advertisers have long been interested in isolating stimulus factors and associated receiver reactions that affect advertising effectiveness. There is an unresolved debate about the relative merits of recall and recognition, two commonly used measures of ad effectiveness. There is also an inadequate understanding of the differential impact of ad characteristics and reactions on recall and recognition measures. Various papers have addressed the relationship between recall and recognition, both from a conceptual and an empirical standpoint. Relationships among ad stimulus elements, subjective reactions, and the common and unique elements of effectiveness measures have been the focus of several studies, although no study has investigated these elements in an integrated fashion . Research is needed to address the following questions within a single framework: What are the interrelationships between recall and recognition measures? What are the interrelationships between cognitive and affective responses to an ad? How do cognitive and affective responses correlate with recall and recognition?
Recognition and Recall
Recall and recognition measures both belong to a class of methods developed to assess the level of awareness of stimuli presented at an earlier point in time. Recall refers to the reproduction of a target item experienced earlier, whereas recognition is awareness of having previously experienced that stimulus g. In advertising, awareness is generally considered the basic or core communication effect from which such other outcomes as attitude formation and change may emanate .
Measures of awareness form a continuum in terms of the nature and extent of the information about the stimulus that is supplied in the test and the requisite memory operation to demonstrate awareness. At one extreme, unaided or free recall requires that a person retrieve
Advertisers have long been interested in isolating stimulus factors and associated receiver reactions that affect advertising effectiveness. There is an unresolved debate about the relative merits of recall and recognition, two commonly used measures of ad effectiveness. There is also an inadequate understanding of the differential impact of ad characteristics and reactions on recall and recognition measures. Various papers have addressed the relationship between recall and recognition, both from a conceptual and an empirical standpoint. Relationships among ad stimulus elements, subjective reactions, and the common and unique elements of effectiveness measures have been the focus of several studies, although no study has investigated these elements in an integrated fashion . Research is needed to address the following questions within a single framework: What are the interrelationships between recall and recognition measures? What are the interrelationships between cognitive and affective responses to an ad? How do cognitive and affective responses correlate with recall and recognition?
Recognition and Recall
Recall and recognition measures both belong to a class of methods developed to assess the level of awareness of stimuli presented at an earlier point in time. Recall refers to the reproduction of a target item experienced earlier, whereas recognition is awareness of having previously experienced that stimulus g. In advertising, awareness is generally considered the basic or core communication effect from which such other outcomes as attitude formation and change may emanate .
Measures of awareness form a continuum in terms of the nature and extent of the information about the stimulus that is supplied in the test and the requisite memory operation to demonstrate awareness. At one extreme, unaided or free recall requires that a person retrieve