Article1992

Message Framing and the Interrelationships among Ad-Based Feelings, Affect, and Cognition

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

Abstract

This study presents a structural equation test of the interrelationships among ad-induced emotional and cognitive responses, attitude toward the ad (Aad), brand attitudes (Ab), and purchase intentions (PI). Consistent with past research, feelings affect Ab directly and indirectly via Aad Differences between positively and negatively framed print appeals are also examined. Findings indicate that feelings' effects on Ab offer a significant contribution regardless of the ad execution, but brand-related thoughts are more important in brand attitude formation when the message is negatively framed.

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References

1980Understanding Attitudes and Predicting Social Behavior 2025Advances in Consumer Research 1983Advances in Consumer Research 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

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