In summary, we believe that the theory and research presented here can be used to address the paradoxical nature of much of the existing literature pertaining to the relationship between memory and judgment. The conceptual distinction between retrieval and computational processes has already proved to be extremely useful in understanding the nature of this relationship, and we believe that it will continue to be useful in future work. It is hoped that the theory presented gives advertisers some insight into the conditions under which they can expect to find a strong correspondence between memory and judgment. It is equally important for them to also be able to identify, based upon theoretical considerations, those conditions under which such a strong correspondence should not be expected.
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