Article1992

Attitude toward the Ad and Brand Choice

Gabriel J. Biehal · DEBRA LYNN STEPHENS · Eleonora Curio

200 citations0/0 files storedJournal of Advertising

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

Abstract

This study examines how attitude toward the ad, Aad, affects brand choice. We investigate the applicability of two contrasting perspectives—an independent or direct effects model and a mediated or indirect effects model. In a lab setting we manipulate (1) a brand's ad picture (good/bad) to affect its Aad and (2) when subjects give their Aad ratings (before/after choice). Choice is operationalized as selecting the best brand based on information contained in a set of ads. The results support the presence of an independent effect of Aad on brand choice. There were no significant timing effects, which suggests that subjects formed Aad during choice without prompting. Directions for future research and implications for advertisers are discussed.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.2025Advances in Consumer Research 1979Review of Psychometric theory (2nd ed.).1970Information and Consumer Behavior 1983Advances in Consumer Research 1979An Information Processing Theory of Consumer Choice

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