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Recognition versus Recall as Measures of Television Commercial Forgetting

Authors: Surendra N. Singh, Michael Rothschild, Gilbert A. Churchill - Journal of Marketing Research 1988 cited by 144

Surendra N. Singh, Michael L. Rothschild, Gilbert A. Churchill, Jr., Recognition versus Recall as Measures of Television Commercial Forgetting, Journal of Marketing Research, Vol. 25, No. 1 (Feb., 1988), pp. 72-80

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