The Impact of Attitude Towards the AD: The Influence of Context

J. Marchand

Working Papers from Laval - Faculte des sciences de administration

Abstract: This experimental study used a television commercial and a procedure similar to that of MacKenzie, Lutz and Belch (1986) to test their proposed models of the relationships between Aad, brand cognitions (COGb or t), attitudes (AFFb or t), and intentions (INTb or t). The testing of these models was extended to the non-traditional, but nevertheless important, context of social advertising compared to consumer goods advertising, and for low compared to highly involving product (or topic). The results generally support the conclusion that AFFad has not only a direct influence on AFFb or t), but also an indirect influence as it goes through COGb or t. This is true within a consumer goods context as much as within a social context, and either for low or highly involving product or topic.

Keywords: ADVERTISING; TELEVISION; TESTS (search for similar items in EconPapers)
JEL-codes: M30 M37 (search for similar items in EconPapers)
Pages: 20 pages
Date: 1998
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Persistent link: https://EconPapers.repec.org/RePEc:fth:lavadm:98-010

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