caa a22 4500 46906711X CHVBK 20180323132911.0 cr unu---uuuuu 170328e19920101xx s 000 0 eng 10.1007/BF00994077 doi (NATIONALLICENCE)springer-10.1007/BF00994077 The effects of postexposure test expectation in advertising experiments utilizing recall and recognition measures [Elektronische Daten] [Robert Kent, Karen Machleit] Whether due to unaccepted guises, previous exposure to measures, or overt instructions, subjects in advertising experiments often expect testing related to ads, while individuals encountering ads in daily life feel no such expectation. The results of experiments exploring main and interactive effects of postexposure test expectation on ad retention measures are reported. In the first experiment, subjects who expected a recall or recognition test performed better on that test than subjects who expected a different measure or measures unrelated to retention. In the second experiment, the sort of test expectations which may arise when subjects encounter ads in controlled research settings moderated the effect of competitive advertising interference on recall scores. Summarily, these data suggest that test expectation may often influence the findings of advertising experiments. Kluwer Academic Publishers, 1992 Postexposure Test Expectation nationallicence Recall Measures nationallicence Recognition Measures nationallicence Kent Robert Department of Marketing, Drexel University, USA aut Machleit Karen Department of Marketing, University of Cincinnati, USA aut Marketing Letters Kluwer Academic Publishers 3/1(1992-01-01), 17-26 0923-0645 3:1<17 1992 3 11002 https://doi.org/10.1007/BF00994077 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00994077 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Kent Robert Department of Marketing, Drexel University, USA aut NATIONALLICENCE 700 1- Machleit Karen Department of Marketing, University of Cincinnati, USA aut NATIONALLICENCE 773 0- Marketing Letters Kluwer Academic Publishers 3/1(1992-01-01), 17-26 0923-0645 3:1<17 1992 3 11002 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer