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| Author: | Youn, S. (et al.) |
| Title: | Commercial liking and memory: moderating effects of product categories |
| Journal: | Journal of Advertising Research
2001 : MAY-JUN, VOL. 41:3, p. 7-13 |
| Index terms: | ADVERTISING RESEARCH PRODUCTS |
| Freeterms: | MEMORY |
| Language: | eng |
| Abstract: | This paper shows that product category is an important moderator of the relationship between commercial liking and memory. In this multi-year survey of responses to commercials shown on the Super Bowl, products advertised were classified as "approach", "avoidance", or "utilitarian". |
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