
Effectiveness of Recall Strategies on Customer Perceptions ◾ 279
SD =0.93; proactive recall:
= 4.79, SD = 0.94; F(1,80) = 28.25, p < .001].
erefore, we can conclude that H
3a
was supported (Figure 16.2).
Similarly, we found that when the compensation is lower, repurchase intention
is not inuenced by recall proactiveness [passive recall:
= 2.64, SD = 1.38; proac-
tive recall:
= 3.19, SD = 1.49; F(1,66) = 2.31; p > .10], while when compensation is
lower, repurchase intention is positively inuenced by recall proactiveness [passive
recall:
= 2.92, SD = 1.21; proactive recall:
= 4.20, SD = 1.47; F(1,70) = 18.71,
p < .01]. erefore, H