Affect and memory in advertising: an empirical study of the compensatory processes.
The influence of the affect dimensions (a) source identification, (b) attractiveness, and (c) fear appeal on memorization of a message by advanced Canadian students was investigated. Professionally designed commercials were used for the experiment. The results indicate a strong relationship between the three affective variables of the communication and the number of items in the respondents' memory. Two-way interactions between (a) attractiveness and identification and (b) attractiveness and fear were significant, as was the three-way interaction.
Chebat
J C
JC
Department of Administrative Sciences, University of Quebec in Montreal, Canada.
Laroche
M
M
Badura
D
D
Filiatrault
P
P
D000328:Adult; D000329:Advertising; D000339:Affect; D003071:Cognition; D005260:Female; D006801:Humans; D008297:Male; D008568:Memory