In research studies, recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that:
A) feelings are more private; subjects pretend not to recall them as well.
B) tests that measure recall are more oriented toward recall of specific facts, or cognitive response.
C) the type of people who agree to participate in research studies are more the "thinking" type than "feeling."
D) such tests take into account the cumulative effects of learning from repeated exposures to an ad.

Question

Quizplus · Accepted Answer

Tests that measure recall are typically designed to assess the recall of specific facts or cognitive responses, which aligns more closely with the content and approach of "thinking" ads than "feeling" ads. This makes "thinking" ads more conducive to recall in these tests.

In Research Studies, Recall Has Been Found to Be Higher