PT  - JOURNAL ARTICLE
AU  - Abhilasha Mehta
AU  - Scott C. Purvis
TI  - Reconsidering Recall and Emotion in Advertising
AID  - 10.2501/S0021849906060065
DP  - 2006 Mar 01
TA  - Journal of Advertising Research
PG  - 49--56
VI  - 46
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/46/1/49.short
4100  - http://www.journalofadvertisingresearch.com/content/46/1/49.full
SO  - J Advert Res2006 Mar 01; 46
AB  - Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising. An analysis and reconsideration of the available evidence show that emotional advertising is not penalized by recall, and that emotional content in well-executed commercials can actually boost recall. Strong empirical evidence shows that recall, when used in combination with other measures, is a valid measure of advertising effectiveness and, as the analysis here illustrates, does not miss the emotion in advertising that builds brands.