Cognitive and affective components of Aad in a low motivation processing set

It was hypothesized that for television ads the cognitive and affective components of Aad would predict brand attitude in a low motivation processing set, and that the relative influence of the components would be a function of ad execution format. These hypotheses were supported, and it was found t...

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Bibliographic Details
Published inPsychology & marketing Vol. 12; no. 2; pp. 123 - 133
Main Authors Celuch, Kevin G., Slama, Mark
Format Journal Article
LanguageEnglish
Published New York Wiley Subscription Services, Inc., A Wiley Company 01.03.1995
Van Nostrand Reinhold
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Summary:It was hypothesized that for television ads the cognitive and affective components of Aad would predict brand attitude in a low motivation processing set, and that the relative influence of the components would be a function of ad execution format. These hypotheses were supported, and it was found that the program context had little influence on the relationships. © 1995 John Wiley & Sons, Inc.
Bibliography:ArticleID:MAR4220120204
istex:1ADC89ED172BAD1E5079E2013216663864BA4DBD
ark:/67375/WNG-3GQ93VH5-C
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.4220120204