Article2012

An Examination of the Cognitive Antecedents of Attitude-Toward-the-Ad

Darrel D. Muehling · Jeffrey J. Stoltman · Sanjay Kumar Mishra

17 citations0/0 files storedCurrent Issues and Research in Advertising

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract Using a cognitive-response approach, this study empirically examines the immediate antecedents of attitude-toward-the-ad. Attitude-toward-the-ad was found to be influenced by brand-related (primarily product) thoughts and nonbrand-related (ad execution) thoughts. The nature of these relationships, however, was moderated by individuals' involvement with the advertised message.

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1980Understanding Attitudes and Predicting Social Behavior 1980Significance tests and goodness of fit in the analysis of covariance structures.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?2022Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework 1979Involvement: a Potentially Important Mediator of Consumer Behavior 1984Conceptualization and Operationalization of Involvement 1988Attitude toward the Ad: An Assessment of Diverse Measurement Indices under Different Processing “Sets”

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