Attributes of Likeable Television Commercials in Asia
Kim-Shyan FamUniversity of Otago, New Zealand
INTRODUCTION
Advertisements that are liked tend to perform better than advertisements that irritate consumers (Stapel, 1994). Indeed, the Advertising Research Foundation (ARF) Copy Research Validity Project concludes that “ads that are liked outsell those that are not” (Haley and Baldinger, 1991, p. 29). The value of this finding has since been the subject of many discussions. For instance, numerous studies (Aaker and Stayman, 1990; Biel, 1990; Biel and Bridgwater, 1990; Du Plessis, 1994a, 1994b; Franzen, 1994; Greene, 1992; Haley and Baldinger, 1991; Hollis, 1995; Smit, Meurs,...