An implicit memory measure, word fragment completion, showed significant product information retention from print advertising with no advantage for either brand or nonbrand processing strategies. The results indicated that implicit measures can be adapted for use in advertising research in conjunction with recall and recognition and may provide additional insight into how message information is processed.
|Original language||English (US)|
|Number of pages||11|
|Journal||Journal of Current Issues and Research in Advertising|
|State||Published - 1994|
ASJC Scopus subject areas