Commercial Liking and Memory: Moderating Effects of Product Categories

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...