Does attitude toward the ad endure? The moderating effects of attention and delay

Article Abstract:

Do the effects of attitude toward the ad on consumer decisions endure beyond the scenarios that characterize previous research? In examining this question, we focus on the persistence of ad-attitude effects as a function of the level of attention at encoding and the delay between ad exposure and response. The results of an experiment designed to test our hypotheses suggest that ad-attitude effects do not persist in a number of instances. Over time, as memory for an ad fades, its effects on ad attitude dissipate. As a result, the ad-attitude effects on brand attitude that are reported in past research disappear after a delay. In fact, in certain situations likable ads are shown to have a detrimental impact on brand attitude. For instance, when it receives little attention, a highly affective ad (compared with a more neutral ad) may focus attention away from the brand claims and lead to a lower brand attitude after a delay. (Reprinted by permisssion of the publisher.)

Evaluation, Advertising campaigns

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Antecedents and consequences of attitude toward the ad: a meta-analysis

Article 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. (Reprinted by permission of the publisher.)

Usage, Meta-analysis

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The effect of advertising on attitude accessibility, attitude confidence, and the attitude-behavior relationship

Article Abstract:

The influence of advertising repetition on several non-evaluative dimensions of attitudes and the strength of the relationship between attitudes and behavior are examined. The results indicate that attitudes formed on the basis of repeated ad exposure are similar to those formed on the basis of direct experience in that they are more accessible from memory, held with more confidence, and are more predictive of subsequent behavior than are attitudes based on a single ad exposure. The results are consistent with the proposition that attitude accessibility and attitude confidence moderate the attitude-behavior relationship. (Reprinted by permission of the publisher.)

Attitudes, Attitude (Psychology)

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