Applying implicit memory measures: Word fragment completion in advertising tests

Charles R. Duke, Les Carlson

Research output: Contribution to journalArticle

18 Scopus citations

Abstract

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 languageEnglish (US)
Pages (from-to)29-39
Number of pages11
JournalJournal of Current Issues and Research in Advertising
Volume16
Issue number2
DOIs
StatePublished - 1994

ASJC Scopus subject areas

  • Marketing

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