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- Title
ATTITUDE TOWARD THE AD AS A MEDIATOR OF ADVERTISING EFFECTIVENESS: DETERMINANTS AND CONSEQUENCES.
- Authors
Lutz, Richard J.; McKenzie, Scott B.; Belch, George E.
- Abstract
Attitude toward the ad (AAD) is receiving increasing attention as a mediator or advertising effects. The empirical portion of this paper examined the Impact of two moderating variables — product class importance and product class knowledge — on the relationship between AAD and brand attitude. Following Petty and Cacioppo (1981), peripheral processing appeared to dominate the low knowledge/low importance subsample, but, contrary to predictions, central processing served only as a supplement to peripheral processing in the high knowledge/high importance subsample. Explanations for this deviation from the predicted relationship were discussed, and the paper concluded with some preliminary thoughts about possible determinants of AAD, including ad credibility, ad perceptions, attitude toward the advertiser, attitude toward advertising in general, and mood.
- Publication
Advances in Consumer Research, 1983, Vol 10, Issue 1, p532
- ISSN
0098-9258
- Publication type
Conference Proceeding