Psychological Processes and Advertising Effects: Theory, Research, and Applications

By Linda F. Alwitt; Andrew A. Mitchell | Go to book overview
Save to active project

6
The Relationship Between Advertising Recall and Persuasion: An Experimental Investigation

Ann E. Beattiee Columbia University

Andrew A. Mitchell University of Toronto


INTRODUCTION

One of the most prevalent methods for measuring advertising effectiveness is the use of advertising recall measures. In television advertising, for instance, the "day after" recall test is frequently used to determine the effectiveness of a particular commercial. With this method, a test commercial is run in a particular market and twenty-four hours later a random sample of consumers are called on the telephone. First, it is determined whether or not the respondent was watching the appropriate channel when the test commercial was on the air. After this has been verified, unaided and aided probes are used to determine whether the respondent remembered seeing the test commercial and what, if anything, he or she remembers about the commercial. The resulting recall score is then used as a measure of advertising effectiveness and what is recalled from the commercial is frequently used for diagnostic purposes. Many firms have a specific percentage recall base score that a commercial must exceed to be judged effective.

The use of recall as a measure of advertising effectiveness raises the critical issue of what recall actually measures. In one sense, we would like to be able to demonstrate, either theoretically or empirically, a direct link between recall and persuasion. However, published industry and academic research (reviewed in this chapter) indicates that, in general, such a link does not appear to exist. Alternatively, recall may measure one link in a causal chain between the opportunity to view an advertisement in a medium and being persuaded. One frequently mentioned hypothesis is that recall measures attention to and possibly comprehension of a commercial in traditional models of the persuasion process (Fig. 6.1). According to this hypothesis, attention to an advertisement doesn't guarantee persuasion, although all persuasive advertisements require attention. The correlation between attention and recall, how

-129-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Psychological Processes and Advertising Effects: Theory, Research, and Applications
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 305

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?