Does Retrospective Thought Measurement Influence Subsequent Measures of Cognitive Structure in an Advertising Context?

Abstract

This study examined the effects of taking thought measurements immediately after ad exposure on several aspects of post-exposure cognitive structure about the advertised brand. The results suggest that thought measurement influences subsequent measures of confidence in belief, attitude, and intention variables, and the strength of association between beliefs and attitude/intention measures—and particularly so for audiences high in message-response involvement. However, thought measurement produced no direct effects on traditional measures of ad effectiveness such as beliefs and attitudes about the advertised brand. Implications of these results for future advertising research utilizing the thought-measurement methodology are discussed.

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