Attributes of Likeable Television Commercials in Asia

Many advertisers aim to present advertisements that will at least be liked by those who see them, as it has been suggested that advertising likeability can lead to advertising recall, favorable brand attitudes, and possibly purchase intention.

Attributes of Likeable Television Commercials in Asia

Kim-Shyan FamUniversity of Otago, New Zealand


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,...

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