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Excerpt from Recall, Recognition, and the Measurement of Memory for Print Advertisements
Despite this emphasis, there has been little effort directed toward the development of an explicit or formal model of memory. Rather, the tendency has been to view it as a black box. Attention has been focused on the output of memory without regard to its internal structure or processes. Indeed, early work saw recall and recognition as parallel measures of one underlying memory state (burtt and Dobell However, in the l96o's several impor tant pieces of empirical evidence were reported which indicated that recall and recognition measures behaved quite differently.
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