Recall, Liking, and Creativity in TV Commercials: A New Approach
Gerald Stone
Donna BesserandLoran E Lewis
INTRODUCTION
This study focuses on three aspects that should be at the center of investigation about advertising: (1) its memorability or recall, (2) the relationship between recall and likeability, and (3) whether recall and likeability are linked with an advertisement’s creativity.
The connection between creativity, likeability, and recall would seem to be the essence of what advertising is all about: creating likable and memorable commercials as a prelude to selling products and services. There is a wealth of research on these essential...