Moran's "Measuring Exposure to Advertisements"

Abstract

Comments on an article by William T. Moran entitled "Measuring exposure to advertisements" (Journal of Applied Psychology, 1951, 35, 77-78). The present author maintains that Moran's study is important as it should provoke much thought, skepticism, and further research in a neglected area. However, assumptions made by Moran which the present author considers untenable, are detailed. (PsycInfo Database Record (c) 2025 APA, all rights reserved)