Commercial Liking and Memory: Moderating Effects of Product Categories

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

This paper shows that product category is an important moderator of the relationship between commercial liking and memory.

Commercial Liking and Memory: Moderating Effects of Product Categories

Seounmi YounUniversity of North DakotaTao Sun and William D. WellsUniversity of Minnesota andXinshu ZhaoUniversity of North Carolina

Numerous studies have suggested that liking contributes to an advertisement’s effectiveness. Walker and Dubitsky (1994) found that liking relates to other copy-testing measures such as related recall, brand preference, and persuasion. Du Plessis (1994) reported significant positive relationships between likability and recall. Gordon Brown of Millward Brown, Inc. reported a high correlation between likability and awareness and concluded that liking is a component of successful...

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