Effects of Message Modality and Appeal on Advertising Acceptance

Scott S. Liu · Patricia A. Stout

131 citations0/0 files storedPsychology and Marketing

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Abstract Differences in emotional response, cognitive response, attitude toward the ad and attitude toward the brand were observed after subjects were exposed to advertising messages of different modalities (audiovisual vs. audio‐only) and appeals (rational vs. emotional). Hypothesized causal models depicting the relationships among the dependent measures were tested using LISREL. Results sup ported the mediating roles of both emotional and cognitive responses in the acceptance of advertising messages.

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1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1980Significance tests and goodness of fit in the analysis of covariance structures.1969The Handbook of Social Psychology 1980Feeling and thinking: Preferences need no inferences.1962Cognitive, social, and physiological determinants of emotional state.1981Attitudes and Persuasion: Classic and Contemporary Approaches 1983Advances in Consumer Research 1977Human Emotions

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