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Journal of Advertising Volume 24, 1995 - Issue 1
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Article

The Combined Influence Hypothesis: Central and Peripheral Antecedents of Attitude toward the Ad

Kenneth R. Lord
,
Myung-Soo Lee
&
Paul L. Sauer
Pages 73-85 | Published online: 31 May 2013
 
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Abstract

Two competing hypotheses relative to the formation of attitude toward the ad (Aad)provide the basis for an experiment. The peripheral-cue hypothesis views Aadas an outcome of consumer response to executional elements of an ad while the combined-influence hypothesis anticipates a joint effect of central message arguments and peripheral cues in Aadformation. Results supported the combined-influence hypothesis across varying levels of processing motivation and opportunity with differences in the relative magnitude of argument and cue effects consistent with The Elaboration Likelihood Model.

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