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Research Notes

An Empirical Investigation Of Bogus Recall

Old Dominion University

John B. Ford

Old Dominion University

A mall-intercept study involving 200 respondents was conducted to examine bogus recall of advertising slogans. The findings suggest that bogus recall is: (1) negatively re lated to (a) education, (b) age, (c) income, and (d) being told that slogan recall will be verified by being asked to name the product/company associated with the slogan; (2) positively related to (a) the belief that advertising provides useful product information, (b) a "yea-saying" orienta tion, (c) radio, newspaper, magazine and TV use, and (d) the attitude toward the slogan; and (3) not related to (a) prior notification of the fact that some slogans are bogus, (b) sex, and (c) race.

Journal of the Academy of Marketing Science, Vol. 16, No. 3, 38-41 (1988)
DOI: 10.1177/009207038801600306


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