Abstract
The authors are attempting to explore the relationship between organization of attributes within an advertisement and the ability to recall the advertisement. The study applies memory theory to marketing with an experimental design manipulating the number of categories or chunks in the organization of an advertisement. Results confirm the earlier list learning experiments in the organization and memory literature.
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© 2015 Academy of Marketing Science
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Moncrief, W.C., Bush, A.J., Hoverstad, R. (2015). The Organization of Memory: Its Effect on the Recall of Advertisements. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_8
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DOI: https://doi.org/10.1007/978-3-319-17052-7_8
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17051-0
Online ISBN: 978-3-319-17052-7
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