Reply
Howard and Sawyer (Howard, D. J., A. G. Sawyer. 1988. Recall, recognition, and the dimensionality of memory for print advertisements: An interpretative reappraisal. in press.), hereafter H & S, raise two “conceptual” and four “methodological” issues with respect to our earlier article (Bagozzi and Silk [Bagozzi, R. P., A. J. Silk. 1983. Recall, recognition, and the measurement of memory for print advertisements. (Spring) 95–134.]). In this reply, we attempt to show that H & S's conceptual issues are based upon false premises about the purpose and substance of our paper and that the methodological criticisms are in three instances groundless and in the fourth unresolved and debatable.
Year of publication: |
1988
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Authors: | Bagozzi, Richard P. ; Silk, Alvin J. |
Published in: |
Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 7.1988, 1, p. 99-102
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Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Saved in:
Online Resource
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