Table 2 Parameter estimates for item recognition (D), and source memory for statements coming from advertisements (d_Ad), statements of which the sources were unknown (d_Unknown), or statements associated with the Foundation for Brand Testing (d_Test), as a function of a priori credibility in Experiments 1 and 2. The item recognition parameter D refers to the probability of recognizing a statement from the presentation phase as old or a never presented statement as new. The source memory parameter d refers to the conditional probability of remembering the source of the statement provided that this statement was recognized as old. The guessing parameter b refers to the probability of guessing that an unrecognized item was old rather than new

From: Source memory for advertisements: The role of advertising message credibility