Memory without Recall, Exposure without Perception

Herbert E Krugman

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

Memory without Recall, Exposure without Perception

Herbert E. Krugman

INTRODUCTION

In each of two recent talks, to the AMA Attitude Research Conference in Las Vegas and to the ANA Media Workshop in New York, I pointed out the limitations of recall as an indicator of memory and tried to reposition the concept of perception. In Las Vegas I reviewed the implications of the new brain research on the theory of low involvement: in New York I reinterpreted some earlier data which suggested that three advertising exposures represented an optimal frequency. That two so different talks converged on a common focus...

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