The recall values of positive and negative advertising appeals

Abstract

Positive and negative advertisements were compared by pure and aided recall methods, using both adults and children for subjects. With adults no definite advantage was found for either type of appeal, the differences within a given type being greater than those between contrasting types. No difference in response between men and women was found. With children of high school age, a definite reaction in favor of the positive appeal was found, this being greater for boys than for girls in the same grade. Bibliography of 13 titles. (PsycInfo Database Record (c) 2025 APA, all rights reserved)