Article1992

Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis

1,007 citations0/0 files storedJournal of Consumer Research

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

Abstract

A meta-analysis of pairwise relationships involving attitude toward the ad was conducted. Analyses of correlations across studies are first analyzed and reported. Because significant variance across studies was found, moderator analyses were conducted to account for interstudy variance. The results suggest a number of methodological variables that moderate the strengths of relationships found in studies of ad attitudes. Analyses were also conducted to assess the robustness of the dual-mediation path model of the effects of ad attitudes. Results indicate support for the model as well as a more important role for the indirect influence of ad attitudes on brand attitudes (via brand cognitions) than that found in previous model tests.

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References

1962Statistical principles in experimental design.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 1965The Impact of Television Advertising: Learning Without Involvement 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1989The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep

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