Commercial Liking and Memory: Moderating Effects of Product Categories
研究发现产品类别显著调节商业广告喜爱度与记忆的关系，仅对“趋近型”产品（如享乐品）成立，对“回避型”或“实用型”产品不成立。
<h3>ABSTRACT</h3> 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.