Howard, Daniel J.; Sawyer, Alan G.
January 1988
Marketing Science;Winter88, Vol. 7 Issue 1, p94
Academic Journal
The issue of whether a lack of fit between recognition and recall reflects the dimensionality of memory depends on the nature of the measurements employed and exactly what is meant by the dimensionality of memory. It should first be pointed out that recognition in the PARM study was measured by the proportion of magazine readers claiming to have noted a given ad at some earlier time, it was not possible to verify the accuracy of reader claims, as is typical of the psychological studies cited by B & S. This contributes to the lack of theoretical clarity in the meaning of this measure and the interpretability of its covariation with recall scores. The major conceptual problem is that B & S have not presented a clear view of what their dimensionality of memory construct means. Concerning the recognition and recall controversy, the authors begin by noting that the critical questions are why and how do these two measures covary.


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