Product Use Goals and Attitudinal Responses to Ads

Abstract

The authors propose an extension of the attitude-toward-the-ad model based on a new construct, ad-evoked goals (G_ad), representing consumer beliefs that an advertisement communicates product-use goal(s). It is hypothesized that these beliefs directly affect attitude toward the ad and indirectly impact brand attitudes. A Lisrel analysis of the model supports the proposed relationships. An additional analysis employing cognitive-response measures of the construct provides convergent evidence of the validity of the model. These findings suggest that advertisers should address product use goals and other product-category cognitions in advertising strategy and design.