Explicit Memory Measures Are Those in Which Consumers Are Required

question 69

Multiple Choice

Explicit memory measures are those in which consumers are required to

• A)demonstrate their knowledge of a product.
• B)search their memories about a product by using word fragments or pictures.
• C)take part in testing that includes recall, recognition, and/or retained knowledge.
• D)recall their actual exposure to the test ad for a product.

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Definitions:

Researcher

An individual who conducts scientific studies in order to advance knowledge in a particular field, often through experiments, observations, and data analysis.

Socially Desirable

Pertaining to actions or behaviors that are widely accepted, admired, or valued in a social context.

Respond

To give an answer or reaction to a stimulus or situation.

Acquiescence Response Set

A tendency for respondents to agree with statements as presented to them, regardless of the content.