Cognitive and Affective Components of Aad in a Low Motivation Processing Set ABSTRACT

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; p. 123
Main Authors Celuch, Kevin G, Slama, Mark
Format Journal Article
LanguageEnglish
Published New York Wiley Periodicals Inc 01.03.1995
Subjects
Advertising
Attitudes
Audiences
Decision making
Hypotheses
Influence
Information processing
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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.
ISSN:0742-6046
1520-6793