Table 2 Parameter estimates for item recognition (D), and source memory for statements coming from advertisements (dAd), statements of which the sources were unknown (dUnknown), or statements associated with the Foundation for Brand Testing (dTest), 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

  Experiment 1 Experiment 2
High
A priori credibility
Low
A priori credibility
High
A priori credibility
Low
A priori credibility
D .77 (0.01) .83 (0.01) .74 (0.01) .80 (0.01)
dAd .32 (0.05) .02 (0.12) .08 (0.03) .08 (0.03)
dUnknown   .04 (0.04) .00 (0.03)
dTest .37 (0.05) .32 (0.03) .24 (0.02) .14 (0.02)
b .21 (0.01) .33 (0.02) .23 (0.01) .33 (0.02)
  1. Values in parentheses represent bootstrapped standard errors