An empirical investigation of bogus recall

Abstract

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 related 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" orientation, (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.