Abstract
Two studies were performed using ads constructed so that a listener would tend to generate the product name once during the ad. Under conditions approximating normal listening conditions, product names from ads in which the listener sometimes generated the product name were recalled better than product names from ads in which these names were always provided by the ad. These results are consistent with other research demonstrating that subject-generated items are better recalled than experimenter-provided items. We know that some advertisers use rather clever procedures to get the consumer to produce the product name. These data suggest that those techniques are effective.
