RT Journal Article
SR Electronic
T1 Effects of Advertising Likeability: A 10-Year Perspective
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 73
OP 83
DO 10.2501/S0021849906060089
VO 46
IS 1
A1 Edith G. Smit
A1 Lex van Meurs
A1 Peter C. Neijens
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/1/73.abstract
AB In the early 1990s various studies showed the importance of advertising likeability for advertising effectiveness. Has the role of advertising likeability changed since then? We analyzed audience reactions to 3,000 commercials broadcast on Dutch TV in the period 1992–2001—a period in which the amount of media and advertising boomed. Over time, commercials were perceived as less likeable and less effective. The predictive value of different advertising likeability dimensions, however, remained stable over time. We also found that the influence of advertising likeability differed for different types of products.