Article1995

Cognitive and affective components of Aad in a low motivation processing set

17 citations0/0 files storedPsychology and Marketing

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

Abstract

Abstract It was hypothesized that for television ads the cognitive and affective components of Aad would predict brand attitude in a low motivation processing set, and that the relative influence of the components would be a function of ad execution format. These hypotheses were supported, and it was found that the program context had little influence on the relationships. © 1995 John Wiley & Sons, Inc.

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2025Advances 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 1981Designing Research for Application 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1986Affective Responses Mediating Acceptance of Advertising 1989Information Processing from Advertisements: Toward an Integrative Framework 1981Attitude toward the AD as a Mediator of Consumer Brand Choice

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