Why Liking Matters
研究电视广告的喜爱度是否有效，发现喜爱度与其他已验证效果指标中度相关，结合其他指标可提升广告评估与优化的价值。
Are likable TV commercials more effective? Is liking a useful measure for evaluative pretesting? Previous research shows liking can work in more than one way to influence viewer response, and some studies suggest that liking may be a valid indicator of relative sales performance. Analysis of a major copytesting database demonstrates that liking is moderately but significantly correlated with other, validated measures of effectiveness. Used in conjunction with other appropriate measures, liking measures add substantial value to the assessment and optimization of advertising effectiveness.