For a commercial promoting pro-social or self-care behaviors to be effective there are variables acting on the process of behavioral change that need to be considered. To improve publicity and marketing strategies is important to analyze such variables to make an effective commercial. In Consumer Psychology the variables to be considered are: emotional response, memory, and attitude. In this study, we evaluated the relationship between these variables and the context in which the commercial is presented. There were significant differences between the recall of 6 commercials in television, which can be explained by the intrinsic characteristics of each message acting as independent stimulus; they were no influenced by the context of the presentation. The attitude toward the message in the