Effects of Violence and Brand Familiarity on Responses to Television Commercials

This study investigated the effects of violence and brand familiarity on an individual's responses towards television commercials measured in terms of memory, brand attitude and purchase intention.

  

Effects of Violence and Brand Familiarity on Responses to Television Commercials

Fuyuan Shen The Pennsylvania State University

INTRODUCTION

All TV advertising messages appear in programming or editorial contexts. Advertising researchers...