PT  - JOURNAL ARTICLE
AU  - Edith G. Smit
AU  - Lex van Meurs
AU  - Peter C. Neijens
TI  - Effects of Advertising Likeability: A 10-Year Perspective
AID  - 10.2501/S0021849906060089
DP  - 2006 Mar 01
TA  - Journal of Advertising Research
PG  - 73--83
VI  - 46
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/46/1/73.short
4100  - http://www.journalofadvertisingresearch.com/content/46/1/73.full
SO  - J Advert Res2006 Mar 01; 46
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.