Comment—Recall, Recognition and the Dimensionality of Memory for Print Advertisements: An Interpretative Reappraisal

Bagozzi and Silk (Bagozzi, R. P., A. J. Silk. 1983. Recall, recognition and the measurement of memory for print advertisements. Marketing Sci.2 95–134.), B&S hereafter, report the results of LISREL analyses of the covariance structure of aggregate recognition and recall data collected 30 years ago by the Advertising Research Foundation (1956) in a study of Printed Advertising Rating Methods (PARM). The authors conclude that “memory is multidimensional.” Several conceptual and methodological issues, however, cloud the interpretation of their results.