An empirical investigation of bogus recall
Journal of the Academy of Marketing Science · 1988 · Volume 16 · Issue 3
Abstract
A mall-intercept study involving 200 respondents was conducted to examine bogus recall of advertising slogans. The findings suggest that bogus recall is: (1) negatively related to (a) education, (b) age, (c) income, and (d) being told that slogan recall will be verified by being asked to name the product/company associated with the slogan; (2) positively related to (a) the belief that advertising provides useful product information, (b) a “yea-saying” orientation, (c) radio, newspaper, magazine and TV use, and (d) the attitude toward the slogan; and (3) not related to (a) prior notification of the fact that some slogans are bogus, (b) sex, and (c) race.
Keywords
Advertising Research, False Reporting, Advertising Effectiveness, Magazine Readership, Prior Notification
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