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The influence of the affect dimensions (a) source identification, (b) attractiveness, and (c) fear appeal on memorization of a message by advanced Canadian students was investigated. Professionally designed commercials were used for the experiment. The results indicate a strong relationship between the three affective variables of the communication and the number of items in the respondents' memory. Two-way interactions between (a) attractiveness and identification and (b) attractiveness and fear were significant, as was the three-way interaction.
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Chebat et al. (1995) studied this question.
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