THE RELATIONSHIP BETWEEN DISTRACTOR SIMILARITY AND THE RECOGNITION OF PRINT ADVERTISEMENTS

被引：0

作者：

PELTIER, JW ^{[1
]}

SCHIBROWSKY, JA ^{[1
]}

机构：

[1] UNIV NEVADA, LAS VEGAS, NV 89154 USA

来源：

ADVANCES IN CONSUMER RESEARCH | 1992年 / 19卷

关键词：

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper reports the findings of an investigation of the impact that distractor similarity has on the recognition memory for print advertisements. Two issues are investigated. First, the direct impact of distractor similarity on brand and claim recognition memory scores is investigated. Second, the attenuating impact of distractor similarity on the study of other variables posited to impact memory is investigated. A method for assessing distractor similarity is discussed, along with implications for advertising research.

引用

页码：94 / 100

页数：7

共 22 条

[1] A RE-EXAMINATION OF THE INTERRELATIONS AMONG MEASURES OF RETENTION [J].