We operationalized recall of product claims by assessing the number of claims that participants recalled correctly.
Participants were asked to recall the three claims and to write them down. Specifically, they were instructed to try to remember the three claims, and they were permitted to leave one or more fields blank if they failed to do so. The variable claim recall was calculated by adding up the amount of correctly recalled product claims, ranging from 0 to 3. When the wording of the recalled claims was different than the presented claims, though the meaning of the claims was the same, the claim was coded as recalled correctly