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Commercial Liking and Memory: Moderating Effects of Product Categories

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.’ Positive and significant relationships between liking and memory held true for approach products only, not avoidance or utilitarian products.