The effect of liking on the memorial response to advertising: the case of small cars

In marketing literature there is actually very poor evidence of how ad liking works to build its impact on memorial response to ad pressure. This study investigates the problem of the existence of carryover effects of ad liking on recall, by modelling the dynamic patterns of recall, ad pressure and liking by means of the specification of an augmented Koyck-type model and provides a methodology for assessing ad likeability ex post effectiveness on recall variables. The analysis is carried out for the Italian market of small automobiles. Main empirical findings highlight that carryover effects of ad liking can be detected, but not systematically. For practitioners the most important implication is that likeability always play a key role in building consumer attention.