The Importance of Likeability as a Measure of Television Advertising Effectiveness

AbstractAlthough much recent research argues for the importance of likeability both as a determinant of advertising effectiveness and as a diagnostic tool to guide the production of television commercials, this work is heavily based upon US samples. The present study seeks to identify the constituents of likeability within a British context and to examine the relationship between likeability, its constituents and evaluations of advertising effectiveness and intention to purchase. The study focused upon FMCG commercials aimed at 16–24-year-olds. The results are discussed both in terms of advertising theory and in comparison with American research.