RT Journal Article
SR Electronic
T1 Commercial Liking and Memory: Moderating Effects of Product Categories
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 7
OP 13
DO 10.2501/JAR-41-3-7-13
VO 41
IS 3
A1 Seounmi Youn
A1 Tao Sun
A1 William D. Wells
A1 Xinshu Zhao
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/3/7.abstract
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.