Article1989

An Examination of Three Multidimensional Profiles for Assessing Consumer Reactions to Advertisements

24 citations0/0 files storedJournal of Advertising

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

Abstract

The dimensional structure and validity of three different advertising response profiles (Wells' reaction profile, Leavitt's multidimensional profile, and Schlinger's Viewer Response Profile) are examined. The dimensions underlying Wells' reaction profile appear stable. The Leavitt profile displays acceptable stability, but the Schlinger profile does not appear sufficiently stable. Recommendations for improvement are offered for the Leavitt and Schlinger profiles. For each of the profiles, choice behavior information is used to determine the extent to which the profile dimensions are predictive of consumer choices. Results indicate that the dimensions underlying consumer response to ads have a significant but unequal impact on attitudes toward the brand and choice behavior.

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References

1957The Measurement of Meaning 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1975The Foundations of Factor Analysis.1981Attitude toward the AD as a Mediator of Consumer Brand Choice 2022Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework 1986The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement 1984The Foundations of Factor Analysis 1979A Profile of Responses to Commercials

Cited by

1991A Review of Methods Utilized in Measuring Affect, Feelings, and Emotion in Advertising 1994Individual Reactions to Advertising: Theoretical and Methodological Developments 2002On the cross-national generalisability and equivalence of advertising response scales developed in the USA

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