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Emotions, attitudes and memorability associated with TV commercials

Mai, Li-Wei and Schoeller, Georgia (2009) Emotions, attitudes and memorability associated with TV commercials. Journal of Targeting, Measurement and Analysis for Marketing, 17 (1). pp. 55-63. ISSN 0967-3237

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Official URL: http://dx.doi.org/10.1057/jt.2009.1


This paper aims to identify the effect of selected advertising on consumers by assessing their emotions, attitudes, understanding and memory. An online survey combined with experimentation design was conducted among people aged 20 or over. Four selected TV commercials were used in the experiment, and the measurements of emotions, attitudes and memorability were calculated based on variables derived from previous studies. A final sample of 120 respondents was used for analysis. The result shows that different levels of emotions such as warmth, love, longing and desire, happiness and amusement were elicited by different TV commercials. The most memorable advertisements were those that evoked the most positive feelings and were the best understood. However, in this study none of the commercials scored higher than three out of five for memorability. This reflects an overload of media exposure in modern society, meaning that most advertisements have limited impact. Age was found to significantly affect a person's interpretation and emotional experience of a TV commercial.

Item Type:Article
Research Community:University of Westminster > Westminster Business School
ID Code:6297
Deposited On:07 Apr 2009 14:50
Last Modified:17 Oct 2011 16:36

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