A mall-intercept study involving 200 respondents was
conducted to examine bogus recall of advertising slogans.
The findings suggest that bogus recall is: (1) negatively re
lated to (a) education, (b) age, (c) income, and (d) being
told that slogan recall will be verified by being asked to
name the product/company associated with the slogan; (2)
positively related to (a) the belief that advertising provides
useful product information, (b) a "yea-saying" orienta
tion, (c) radio, newspaper, magazine and TV use, and (d)
the attitude toward the slogan; and (3) not related to (a)
prior notification of the fact that some slogans are bogus,
(b) sex, and (c) race.
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