A major challenge in service design is the ability to generate useful service concepts for development. New service concepts, however, are often difficult for customers to articulate. In this study we address the idea generation stage of the service development process and suggest the...

Bagozzi and Silk (Bagozzi, R. P., A. J. Silk. 1983. Recall, recognition and the measurement of memory for print advertisements. 95–134.), B&S hereafter, report the results of LISREL analyses of the covariance structure of aggregate recognition and recall data collected 30 years ago by the...