Applying implicit memory measures

Word fragment completion in advertising tests

Charles R. Duke, Leslie C Carlson

Research output: Contribution to journalArticle

18 Citations (Scopus)

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 - Jan 1 1994

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ASJC Scopus subject areas

  • Marketing

Cite this

Applying implicit memory measures : Word fragment completion in advertising tests. / Duke, Charles R.; Carlson, Leslie C.

In: Journal of Current Issues and Research in Advertising, Vol. 16, No. 2, 01.01.1994, p. 29-39.

Research output: Contribution to journalArticle

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