PT  - JOURNAL ARTICLE
AU  - Stephen Terence Gould
TI  - Simple Power Patterns In Response To Advertising
AID  - 10.2501/JAR.42.6.55
DP  - 2002 Nov 01
TA  - Journal of Advertising Research
PG  - 55--68
VI  - 42
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/42/6/55.short
4100  - http://www.journalofadvertisingresearch.com/content/42/6/55.full
SO  - J Advert Res2002 Nov 01; 42
AB  - Early studies of response to print advertising showed a pattern of simple-power functions to describe inquiry and memorial response. Contemporary psychology has established a world of perception-based (or psychophysical) and memory-based (or mnemophysical) work that, at least in its theoretical findings of simple power functions, should have application in the world of advertising. As perceptual and memorial events, print advertising and television commercials are shown to exhibit simple power functions, within an organizational construct called cognitive orthogony. Citing several more-or-less recent studies, including the PARM study of Wells (1964), relations between recognition and recall and other orthogonies are shown to follow simple fractional power patterns of significant interest.