Abstract
This paper investigates the role of the female model in television commercials through a random factorial designed experiment. The paper is organized first to review the literature on attention and the research on sexual appeals in advertising; second, to suggest from the review several hypotheses for testing; and third, to detail the experimental research procedures. Last, the results are presented and implications suggested for advertising strategy.
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Weller, R.B., Sibley, S.D., Neuhaus, C. (2015). Experimental Results Concerning the Affect of the Female Model in Television Commercials on Product and Brand Recall. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_111
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DOI: https://doi.org/10.1007/978-3-319-16946-0_111
Publisher Name: Springer, Cham
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