Recognition tests are a very popular means of assessing the memory effectiveness of advertisements. Unfortunately the recognition scores obtained by current methods reflect both the memory for an advertisement and the response biases of the respondents. The authors introduce the theory of signal...

Few studies offer a theoretical explanation of the differential effects of massed and spaced advertising. Consequently, conclusions have been mixed. The authors introduce the stimulus sampling model of spacing effects based on Estes' mathematical learning theory. The model posits that massed...