The affect metric of liking has high sales conversion but is less sticky while the cognitive metrics of awareness and consideration have low sales conversion but are more sticky. Table 5 shows the liking-to-sales conversion elasticities for each category. The average across all brands is 0.48, implying that sales move approximately with the square root of liking. This affective conversion is more than twice the cognitive conversion of awareness and consideration for all categories. However, as shown in Table 6, consumer liking has two less desirable characteristics for brands. First, it is less sticky than the cognitive attitude metric awareness. Across the four categories, stickiness for awareness ranges from 0.630 to 0.744 while for liking it ranges from 0.257 to 0.628. Second, as shown in Table 7, brand liking is less responsive to changes in the marketing mix (only 3 significant effects at p < .05) relative to awareness (6 significant effects at p