Rejoinder to Larry Gibson's Response to "Recall Revisited: Recall Redux"

Reply by Joel S. Dubow to Larry Gibson's criticism of his article in JAR May-June issue (1994) which reviewed Day-After-Recall advertising testing systems.

Rejoinder to Larry Gibson's Response to 'Recall Revisited: Recall Redux'

Joel S Dubow assistant professor, Food Marketing, Saint Joseph's University, and marketing research associate, The Canaan Parish Group

Let me begin this rejoinder to Larry Gibson's (1994) response to my 'Recall Revisited: Recall Redux' (RR:RR) article (Dubow, 1994) by quoting the opening paragraph of his response in its entirety:

In a paper remarkable for the consistency of its bias, Joel Dubow uses 'an early 1990s prism' to examine my 1983 article, 'Not Recall.' If the ...

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