The Cognitive Processes Mediating Acceptance of Advertising

The process of advertising influence is modeled in terms of an array of cognitive responses to the message, and a methodology for directly measuring these mediators is introduced. Research indicates that these variables are important mediators of attitudinal message acceptance, and that their relati...

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Bibliographic Details
Published inJournal of marketing research Vol. 10; no. 1; pp. 53 - 62
Main Author Wright, Peter L.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.02.1973
SAGE PUBLICATIONS, INC
Subjects
Advertising
Advertising media
Advertising research
Attitudes
Cognition
Cognition & reasoning
Cognitive
Cognitive models
Consumers
Marketing
Measurement
Modeling
Persuasion
Statistical variance
Term weighting
Variable coefficients
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Summary:The process of advertising influence is modeled in terms of an array of cognitive responses to the message, and a methodology for directly measuring these mediators is introduced. Research indicates that these variables are important mediators of attitudinal message acceptance, and that their relative weighting is affected by message modality and receiver involvement.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377301000108