An empirical investigation of bogus recall |
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Authors: | Myron Glassman John B Ford |
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Institution: | (1) Old Dominion University, Norfolk, VA, USA |
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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. |
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Keywords: | |
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