Bagozzi, Richard P.; Silk, Alvin J. - In: Marketing Science 2 (1983) 2, pp. 95-134
The recall and recognition of people for 95 print ads were examined with an aim toward investigating memory structure … and decay processes. It was found that recall and recognition do not, by themselves, measure a single underlying memory … state. Rather, memory is multidimensional, and recall and recognition capture only a portion of memory, while at the same …