Title
Authors
Kirk L Wakefield, Karen Becker-Olsen, T Bettina Cornwell
Publication date
2007/12/1
Journal name
Journal of Advertising
Volume
36
Issue
4
Pages
61-74
Publisher
Routledge
Description
This study examines differential effects of sponsorship levels (anchor, mid-tier, low-tier) and
individual exposure levels on sponsorship recall accuracy in a field study, providing validity
for lab studies indicating that individuals rely on prominence and relatedness heuristics
when identifying sponsors of an event. In addition, we examine differences in sponsorship
recall accuracy when the response is elicited through free recall versus cued recall. The
results indicate that free (or direct) recall is generally more accurate than cued recall that ...
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