Tekijä: | Youn, S. (et al.) |
Otsikko: | Commercial liking and memory: moderating effects of product categories |
Lehti: | Journal of Advertising Research
2001 : MAY-JUN, VOL. 41:3, p. 7-13 |
Asiasana: | ADVERTISING RESEARCH PRODUCTS |
Vapaa asiasana: | MEMORY |
Kieli: | eng |
Tiivistelmä: | 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". |
SCIMA