The measurement of trade name familiarity

Abstract

When the familiarity of trade names is measured by the pure recall method, either the per cent of persons mentioning the trade name first or the per cent mentioning it in any serial position may be taken as an index of familiarity. These two indices were found to be highly correlated, but since the relationship is curvilinear they give different pictures of the distribution of trade name familiarity in the minds of the public. (PsycInfo Database Record (c) 2025 APA, all rights reserved)