Reply

Howard and Sawyer (Howard, D. J., A. G. Sawyer. 1988. Recall, recognition, and the dimensionality of memory for print advertisements: An interpretative reappraisal. Marketing Sci. in press.), hereafter H & S, raise two “conceptual” and four “methodological” issues with respect to our earlier article (Bagozzi and Silk [Bagozzi, R. P., A. J. Silk. 1983. Recall, recognition, and the measurement of memory for print advertisements. Marketing Sci.2 (Spring) 95–134.]). In this reply, we attempt to show that H & S's conceptual issues are based upon false premises about the purpose and substance of our paper and that the methodological criticisms are in three instances groundless and in the fourth unresolved and debatable.