Recognition tests are a very popular means of assessing the memory effectiveness of advertisements. Unfortunately the recognition scores obtained by current methods reflect both the memory for an advertisement and the response biases of the respondents. The authors introduce the theory of signal...

Charitable organizations play a vital role in society, as evidenced by their enormous economic and social impact. Yet, for many of them, soliciting adequate resources to carry out their mandates is a continuing struggle. Confronted with a growing need for their services, fierce competition from...

Few studies offer a theoretical explanation of the differential effects of massed and spaced advertising. Consequently, conclusions have been mixed. The authors introduce the stimulus sampling model of spacing effects based on Estes' mathematical learning theory. The model posits that massed...

The split 30-second commercial format has become a regular feature of today's television advertising. Yet, little is known about the effectiveness of commercials presented in the two halves of a split: 30. The authors report findings from a laboratory experiment in which the similarity of...

Though advertising repetition is a frequently used marketing strategy, its effects are not well understood. The authors report findings from a laboratory experiment in which they investigated the effects of repeating a television commercial as a function of varying the message spacing or lag...

The World Wide Web contains a vast corpus of consumer-generated content that holds invaluable insights for improving the product and service offerings of firms. Yet the typical method for extracting diagnostic information from online content—text mining—has limitations. As a starting point,...