TITLE

RECALL. RECOGNITION AND THE DIMENSIONALITY OF MEMORY FOR PRINT ADVERTISEMENTS: AN INTERPRETATIVE REAPPRAISAL: REPLY

AUTHOR(S)
Bagozzi, Richard P.; Silk, Alvin J.
PUB. DATE
January 1988
SOURCE
Marketing Science;Winter88, Vol. 7 Issue 1, p99
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
If controlling for systematic error variation due to an erratic interviewing situation for the recognition measure can plausibly and parsimoniously account for model fit, it is unnecessary to conclude that the recall and recognition measure also reflect other mental states. This is again a misrepresentation of an hypotheses and results. The reason trait variation in recognition scores increased in the final model may be because the methods factor was removed and not because the reader interest variable was added. This is not a plausible explanation because a satisfactory goodness of fit for model was achieved without the use of a method factor. To add a method factor would not lead to explanation of any remaining systematic variation and would constitute overfitting, given the satisfactory fit achieved. The results for model show that recall and recognition do converge at each point in time, holding interest constant, and do so without correlated errors or method factors.
ACCESSION #
4479375

 

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