Does a significant role of ad liking on the memorial response to advertising exist?
• Q2: Which role does ad liking play on the memorial response? • Q3: Do the effects entail the whole or a part of the cognitive awareness? RESEARCH ON ADVERTISING LIKEABILITY AND RECALL RELATIONSHIP In earlier studies on advertising it was established that the thinking dimension of individual s response and the feeling dimension are the two major intermediate effects of commercials (Vakratsas and Ambler, 1999). To evaluate the advertising effectiveness on the thinking dimension, recall is one of the primary measures supported by an extensive research demonstrating its validity in predicting future market performance. Recall works efficiently when central information processes are generated, while its contribute is debated if peripheral information processing acts (Hansen, 2004). In this context, positive and significant effects of advertising on emotional responses are detected, which in turn may or may not influence consumers implicitly or explicitly throughout information processing
