Understanding The Role Of Idiosyncratic Thinking In Brand Attitude Formation: The Dual Interference Model

Abstract

Idiosyncratic thinking may be defined as non-ad or brand-related thought that is generated in response to a persuasive communication. Although idiosyncratic thoughts are not relevant to message elements, they are not necessarily unimportant. Idiosyncratic thinking, whenever it occurs, uses cognitive resources that could otherwise be used for generating message-related thoughts. In addition, it may interfere with the efficiency with which message-related thoughts are incorporated into a brand attitude. This paper examines the role of idiosyncratic thinking in brand attribute formation by proposing and empirically testing a conceptual model depicting the interrelationships among message-related thoughts (positive and negative), idiosyncratic thoughts, and attitude toward the brand. It also examines the moderating impact of processing motivation and message strength on model parameters. The results identify the circumstances under which idiosyncratic thinking has a favorable versus an unfavorable effect on brand attitude. The implications of the findings for advertising practitioners are discussed.