Memory Without Recall, Exposure Without Perception

Extract

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 suggests that there may be some value in looking at them together.