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Claim recall and irritation in television commercials: An advertising effectiveness study

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Abstract

The purpose of this research was to measure the relationship between advertising effectiveness and the levels of irritation possessed by the advertisements. A set of television commercials was first assigned to an empirically-derived irritation continuum. Subjects were exposed to the commercials and claim-recall measures were taken immediately after exposure and 48 hours later. Results indicate that both highly irritating and relatively pleasant advertising messages generated higher claim recall than did advertising which was neutral in this dimension.

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Authors and Affiliations

  1. University of Connecticut, Connecticut, USA

    Nancy K. Fritz

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  1. Nancy K. Fritz
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Acknowledgements: The author would like to thank Professor Edwin C. Hackleman for his guidance and assistance in the preparation of this paper.

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Fritz, N.K. Claim recall and irritation in television commercials: An advertising effectiveness study. JAMS 7, 1–13 (1979). https://doi.org/10.1007/BF02721908

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  • DOI: https://doi.org/10.1007/BF02721908

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