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- W2146124809 abstract "Growing evidence suggests that basic exposure measures, such as recognition-based items, might not operate identically among older and younger adults. We present two studies relevant to this debate. Study 1 provides experimental confirmation of the recognition decline hypothesis, finding an interaction between age and exposure in predicting recognition memory for an advertisement related to global warming. Study 2 assesses television news project evaluation data to explore whether verbatim detail recognition difficulty explains Study 1 results. The two studies provide complementary evidence, not only illustrating recognition decline among the elderly but also providing careful control of exposure in Study 1 and the use of multiple messages, realistic viewing scenarios, and free recall data in Study 2. Taken together, the studies offer a cautionary tale for campaign evaluators. On a broader theoretical level, the results suggest a fruitful path for communication research focused on the nuanced and potentially critical moderating role of age." @default.
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- W2146124809 date "2010-05-27" @default.
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- W2146124809 title "Aging and the Questionable Validity of Recognition-Based Exposure Measurement" @default.
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- W2146124809 doi "https://doi.org/10.1177/0093650209356442" @default.
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