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Commercial Liking and Memory: Moderating Effects of Product Categories - Classifying products advertised on the multi-year Super Bowls as "approach," "avoidance," or "utilitarian," this study finds that product category moderates the relationship between commercial liking and memory. Strong positive relationships between liking and memory hold true for approach products only, not avoidance or ...
Youn, Seounmi
;
Sun, Tao
;
Wells, William D.
;
Zhao, Xinshu
- In:
Journal of advertising research
41
(
2001
)
3
,
pp. 7-14
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