Article2005

The Effects of Ad Irritation on Brand Attitudes

38 citations0/0 files storedJournal of Promotion Management

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Brand attitude has been proposed to be an antecedent to purchase intentions. However, very few studies have specifically focused on ad irritation as an antecedent to attitude towards the brand. This paper examines the effect of ad irritation on brand attitudes and if the effect of ad irritation is independent of ad credibility, attitude towards the advertiser, attitude towards advertising, and ad-induced feelings. The results indicated that ad irritation was not significant in predicting brand attitudes. Respondents' prior brand attitude, ad credibility, ad-induced feelings and attitude towards the advertiser were significant predictors of brand attitudes. Based on the results, several managerial implications were derived regarding the usefulness of ad irritation in changing brand attitudes.

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References

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 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 2014Cognitive Responses in Persuasion 1987The Power of Feelings in Understanding Advertising Effects 1992Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis

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