An analysis of the role of liking on the memorial response to advertising


The paper addresses the question of how liking mediates the advertising effect onto recall both on short and long run, jointly modelling the patterns of recall and liking to ad pressure, by means of the specification of a vector autoregressive model with GRPs acting as exogenous variable. The analysis is carried out for the Italian markets of shampoo and small automobile, and for each market the results are summarized performing a logistic regression. The approach is very innovative since literature has investigated until now only the simultaneous relationship between advertising and liking. The results show that recall and liking are linked in a dynamic way, with feedback effects in both directions.

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Keywords: Advertising; Liking; Recall; VARX models

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