Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study on Preference and Memory of TV Commercials for Food Service

외식 TV 광고에 대한 선호와 기억에 대한 연구

  • Park, Han-Na (Dept. of Traditional Korean Cuisine, Baewha Women's College) ;
  • Yom, Jin-Chul (Dept. of Traditional Korean Cuisine, Baewha Women's College)
  • 박한나 (배화여자대학교 전통조리과) ;
  • 염진철 (배화여자대학교 전통조리과)
  • Published : 2006.09.30
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Abstract

This is a study on preference and memory of TV commercials for food service products and on the processes of relevant attitudes and purchasing activities. The results of this study showed that the higher preference for commercials, the higher rate of memory and that a business with high preference for commercials had all of six variables in the process of purchasing behaviors at the high mean. In conclusion, a food service provider should consider preference to make efficient commercials for consumers in implementing commercials; such preference for commercials may be favorable for attitudes toward brand and commercials as well as for the future memory of the commercials, which have immediate effects on the future purchasing behaviors.

Keywords