Commercial Liking and Memory: Moderating Effects of Product Categories

Seounmi Youn, Tao Sun, William D. Wells, Xinshu Zhao

2001-05-01articleJournal of Advertising Research58 citationsclosed

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

ABSTRACT 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.

Citations in this library

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