PT  - JOURNAL ARTICLE
AU  - Seounmi Youn
AU  - Tao Sun
AU  - William D. Wells
AU  - Xinshu Zhao
TI  - Commercial Liking and Memory: Moderating Effects of Product Categories
AID  - 10.2501/JAR-41-3-7-13
DP  - 2001 May 01
TA  - Journal of Advertising Research
PG  - 7--13
VI  - 41
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/41/3/7.short
4100  - http://www.journalofadvertisingresearch.com/content/41/3/7.full
SO  - J Advert Res2001 May 01; 41
AB  - This paper shows that product category is an important moderator of the relationship between commercial liking and memory. In this multi-year survey of responses to commercials shown on the Super Bowl, products advertised were classified as ‘approach,’ ‘avoidance,’ or ‘utilitarian.’ Positive and significant relationships between liking and memory held true for approach products only, not avoidance or utilitarian products.