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Affect and memory in advertising: an empirical study of the compensatory processes
J C Chebat1, M Laroche, D Badura
1Department of Administrative Sciences, University of Quebec in Montreal, Canada.
The Journal of Social Psychology
|August 1, 1995
Abstract:
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.