Chessa, Antonio G.; Murre, Jaap M. J. - In: Marketing Science 26 (2007) 1, pp. 130-141
We introduce a new (point process) model of learning and forgetting, inspired by the structures of the brain, that we apply to model long-term memory for advertising and brand name recall. Recall-probability functions derived from the model are tested with classic data by Zielske [Zielske, H. A....