James Leigh
Associate Professor of Marketing James H. Leigh earned the best paper award from the Journal of Advertising for 2006 for a paper on the recall and recognition measures of print ads.

His spring 2006 article examines how mental and emotional aspects of ads trigger viewers of advertising to either recall (retaining more detail) or recognize (with prompting) ad characteristics such as brand or product later on. The article, titled “Dimensional Relationships of Recall and Recognition Measures with Selected Cognitive and Affective Aspects of Print Ads,” was co-written by George M. Zinkhan and Vanitha Swaminathan.

Basic findings conclude that if a print ad’s content is meaningful to an audience, the ad details are more likely to stick in an individual’s subconscious and be recalled with prompts later on.

But if the ad’s strongest suit is its judged attractiveness—such as ads that feature fuzzy animals versus those that focus on a sinus cavity—individuals aren’t as likely later on to recall details and factual information. They are more able, it turns out, to simply recognize the brand name or product from the attractive ad.

Leigh’s primary research interests are in advertising measurement and assessment, consumer behavior, marketing research, and public policy. He has been on faculty at Texas A&M since 1981.

—Sommer Hamilton