An Examination of Factors Mediating and Moderating Advertising's Effect on Brand Attitude Formation

References

• Alwitt , Linda F. and Mitchell , Andrew A. 1985 . “Concluding Remarks,” . In Psychological Processes and Advertising Effects , Edited by: Alwitt , Linda F. and Mitchell , Andrew A. 273 – 293 . Hillsdale , NJ : Lawrence Erlbaum Associates .
   Google Scholar
• Bagozzi , Richard P. 1981 . “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error: A Comment,” . Journal of Marketing Research , 18 ( August ) : 375 – 381 .
   Web of Science ®Google Scholar
• Baker , William E. and Lutz , Richard J. 1988 . “The Relevance- Accessibility Model of Advertising Effectiveness,” . In Nonverbal Communication in Advertising , Edited by: Hecker , Sidney and Stewart , David W. 59 – 84 . Lexington , MA : D.C. Heath and Company .
   Google Scholar
• Batra , Rajeev and Ray , Michael L. 1983 . “Operationalizing Involvement as Depth and Quality of Cognitive Response,” . In Advances in Consumer Research X , Edited by: Bagozzi , Richard P. and Tybout , Alice M. 309 – 313 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• Batra , Rajeev and Ray , Michael L. 1985 . “How Advertising Works at Contact,” . In Psychological Processes and Advertising Effects: Theory, Research, and Applications , Edited by: Alwitt , Linda F. and Mitchell , Andrew A. 13 – 44 . Hillsdale , NJ : Lawrence Erlbaum Associates .
   Google Scholar
• Batra , Rajeev and Ray , Michael L. 1986a . “Affective Responses Mediating Acceptance of Advertising,” . Journal of Consumer Research , 13 ( September ) : 234 – 249 .
   Web of Science ®Google Scholar
• Batra , Rajeev and Ray , Michael L. 1986b . “Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond,” . Journal of Consumer Research , 12 ( March ) : 432 – 445 .
   Web of Science ®Google Scholar
• Batra , Rajeev and Stephens , Debra . 1987 . “Attitudinal Effects of Ad-evoked Affective Responses: The Moderating Roles of Motivation and Ability,” , New York : Columbia University . Unpublished Working Paper
   Google Scholar
• Bearden , William O. , Sharma , Subhash and Teel , Jesse E. 1982 . “Sample Size Effects Upon Chi-Square and Other Statistics Used in Evaluating Causal Models,” . Journal of Marketing Research , 19 ( November ) : 425 – 430 .
   Web of Science ®Google Scholar
• Boomsma , A. 1982 . “The Robustness of LISREL Against Small Sample Sizes in Factor Analysis Models,” . In Systems Under Indirect Observation: Causality, Structure, Prediction , Edited by: Joerskog , Karl G. and Wold , Herman . 149 – 173 . Amsterdam : North Holland .
   Google Scholar
• Burke , Marian C. and Edell , Julie A. 1986 . “Ad Reactions Over Time: Capturing Changes in the Real World,” . Journal of Consumer Research , 13 ( June ) : 114 – 118 .
   Web of Science ®Google Scholar
• Cacioppo , John T. and Petty , Richard E. 1981 . “Social Psychological Procedures for Cognitive Response Assessment: The Thought-Listing Technique,” . In Cognitive Responses in Persuasion , Edited by: Petty , Richard E. , Ostrom , Thomas M. and Brock , Timothy C. 31 – 54 . Hillsdale , NJ : Lawrence Erlbaum Associates .
   Google Scholar
• Celsi , Richard L. and Olson , Jerry C. 1988 . “The Role of Involvement in Attention and Comprehension Processes,” . Journal of Consumer Research , 15 ( September ) : 210 – 224 .
   Web of Science ®Google Scholar
• Fishbein , Martin and Ajzen , Icek . 1975 . Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , Reading , MA : Addison-Wesley .
   Google Scholar
• Fiske , Susan T. and Taylor , Shelley E. 1984 . Social Cognition , New York : Random House .
   Google Scholar
• Fornell , Claes . 1983 . “Issues in the Application of Covariance Structure Analysis: A Comment,” . Journal of Consumer Research , 9 ( March ) : 443 – 448 .
   Google Scholar
• Fry , Louis W. , Futrell , Charles M. , Parasuraman , A. and Chmielewski , Margaret A. 1986 . “An Analysis of Alternative Causal Models of Salesperson Role Perceptions and Work-Related Attitudes,” . Journal of Marketing Research , 23 ( May ) : 153 – 163 .
   Google Scholar
• Gardner , Meryl Paula . 1985 . “Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set?,” . Journal of Marketing Research , 22 ( May ) : 192 – 198 .
   Google Scholar
• Gardner , Meryl Paula , Mitchell , Andrew A. and Russo , J. Edward . 1985 . “Low Involvement Strategies for Processing Advertisements,” . Journal of Advertising , 14 ( 2 ) : 4 – 13 .
   Web of Science ®Google Scholar
• Gorn , Gerald J. 1982 . “The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach,” . Journal of Marketing , 46 ( January ) : 94 – 101 .
   Google Scholar
• Greenwald , Anthony G. and Leavitt , Clark . 1984 . “Audience Involvement in Advertising: Four Levels,” . Journal of Consumer Research , 11 ( June ) : 581 – 592 .
   Web of Science ®Google Scholar
• Greenwald , Anthony G. and Leavitt , Clark . 1985 . “Cognitive Theory and Audience Involvement,” . In Pscyhological Processes and Advertising Effects: Theory, Research, and Applications , Edited by: Alwitt , Linda F. and Mitchell , Andrew A. 221 – 240 . Hillsdale , NJ : Lawrence Erlbaum Associates .
   Google Scholar
• Hastak , Manoj and Olson , Jerry C. 1989 . “Assessing the Role of Brand-Related Cognitive Responses as Mediators of Communication Effects on Cognitive Structure,” . Journal of Consumer Research , 15 ( March ) : 444 – 456 .
   Web of Science ®Google Scholar
• Hutchinson , Wesley J. and Moore , Danny L. 1984 . “Issues Surrounding the Examination of Delay Effects in Advertising,” . In Advances in Consumer Research XI , Edited by: Kinnear , Thomas C. 650 – 655 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• Janiszewski , Chris . 1988 . “Preconscious Processing Effects: The Independence of Attitude Formation and Conscious Thought,” . Journal of Consumer Research , 15 ( September ) : 199 – 209 .
   Web of Science ®Google Scholar
• Joerskog , Karl G. 1981 . “Basic Issues in the Application of LISREL,” . Data , 1 : 1 – 6 .
   Google Scholar
• Lastovicka , John L. and Gardner , David M. 1979 . “Components of Involvement,” . In Attitude Research Plays for High Stakes , Edited by: Maloney , John C. and Silverman , Bernard . 53 – 73 . Chicago : American Marketing Association .
   Google Scholar
• Lutz , Richard J. 1985 . “Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework,” . In Pscyhological Processes and Advertising Effects: Theory, Research, and Applications , Edited by: Alwitt , Linda F. and Mitchell , Andrew A. 45 – 64 . Hillsdale , NJ : Lawrence Erlbaum Associates .
   Google Scholar
• Lutz , Richard J. , MacKenzie , Scott B. and Belch , George E. 1983 . “Attitude Toward the Ad As a Mediator of Advertising Effectiveness: Determinants and Consequences,” . In Advances in Consumer Research X , Edited by: Bagozzi , Richard P. and Tybout , Alice M. 532 – 539 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• MacKenzie , Scott B. and Lutz , Richard J. 1987 . “An Empirical Examination of Affective and Cognitive Antecedent's of Attitude Toward the Ad,” , Gainesville , FL : Center for Consumer Research, University of Florida . Working Paper #56
   Google Scholar
• MacKenzie , Scott B. and Lutz , Richard J. 1989 . “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context,” . Journal of Marketing , 53 ( April ) : 48 – 65 .
   Web of Science ®Google Scholar
• MacKenzie , Scott B. , Lutz , Richard J. and Belch , George E. 1986 . “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” . Journal of Marketing Research , 23 ( May ) : 130 – 143 .
   Web of Science ®Google Scholar
• Madden , Thomas J. , Allen , Chris T. and Twible , Jacquelyn L. 1988 . “Attitude Toward the Ad: An Assessment of Diverse Measurement Indices Under Different Processing ‘Sets',” . Journal of Marketing Research , 25 ( August ) : 242 – 252 .
   Google Scholar
• Andrew , Mitchell A. 1981 . “The Dimensions of Advertising Involvement,” . In Advances in Consumer Research VII , Edited by: Monroe , Kent B. 25 – 30 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• Andrew , Mitchell A. 1983a . “Cognitive Processes Initiated by Exposure to Advertising,” . In Information Processing Research in Advertising , Edited by: Harris , Richard J. 13 – 37 . Hillsdale , NJ : Lawrence Erlbaum Associates .
   Google Scholar
• Andrew , Mitchell A. 1983b . “The Effects of Visual and Emotional Advertising: An Information Processing Approach,” . In Advertising and Consumer Psychology , Edited by: Percy , Larry and Woodside , Arch J. 197 – 217 . Lexington , MA : D.C. Heath and Company .
   Google Scholar
• Andrew , Mitchell A. 1986 . “The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement,” . Journal of Consumer Research , 13 ( June ) : 12 – 24 .
   Google Scholar
• Andrew , Mitchell A. and Olson , Jerry C. 1981 . “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?,” . Journal of Marketing Research , 18 ( August ) : 318 – 332 .
   Google Scholar
• Moore , Danny L. and Hutchinson , J. Wesley . 1985 . “The Influence of Affective Reactions to Advertising: Direct and Indirect Mechanisms of Attitude Change,” . In Pscyhological Processes and Advertising Effects: Theory, Research, and Applications , Edited by: Alwitt , Linda F. and Mitchell , Andrew A. 65 – 87 . Hillsdale , NJ : Lawrence Erlbaum Associates .
   Google Scholar
• Olson , Jerry C. , Toy , Daniel R. and Dover , Philip A. 1982 . “Do Cognitive Responses Mediate the Effects of Advertising Content on Cognitive Structure?,” . Journal of Consumer Research , 9 ( December ) : 245 – 262 .
   Web of Science ®Google Scholar
• Park , Whan C. and Young , S. Mark . 1986 . “Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation,” . Journal of Marketing Research , 23 ( February ) : 11 – 24 .
   Google Scholar
• Petty , Richard and Cacioppo , John T. 1981 . Attitudes and Persuasion: Classic and Contemporary Approaches , Dubuque , IA : Wm. C. Brown Company .
   Google Scholar
• Petty , Richard , Cacioppo , John T. and Schumann , David . 1983 . “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” . Journal of Consumer Research , 10 ( September ) : 135 – 146 .
   Web of Science ®Google Scholar
• Puto , Christopher P. and Wells , William D. 1984 . “Informational and Transformational Advertising: The Differential Effects of Time,” . In Advances in Consumer Research XI , Edited by: Kinnear , Thomas C. 638 – 643 . Ann Arbor : Association for Consumer Research .
   Google Scholar
• Rethans , Arno J. , Swasy , John L. and Marks , Lawrence J. 1986 . “Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model,” . Journal of Marketing Research , 23 ( February ) : 50 – 61 .
   Google Scholar
• Roberts , Donald F. and Maccoby , Nathan . 1973 . “Information Processing and Persuasion: Counterarguing Behavior,” . In New Models for Communication Research , Edited by: Clarke , P. 269 – 307 . Beverly Hills , CA : Sage Publications .
   Google Scholar
• Rothschild , Michael L. and Ray , Michael L. 1974 . “Involvement and Political Advertising Effect: An Exploratory Experiment,” . Communication Research , 1 : 291 – 308 .
   Web of Science ®Google Scholar
• Shimp , Terence A. 1981 . “Attitude Toward the Ad as a Mediator of Consumer Brand Choice,” . Journal of Advertising , 10 ( 2 ) : 9 – 15+ .
   Google Scholar
• Smith , Robert E. and Swinyard , William R. 1982 . “Information Response Models: An Integrated Approach,” . Journal of Marketing , 46 ( January ) : 81 – 93 .
   Google Scholar
• Smith , Robert E. and Swinyard , William R. 1988 . “Cognitive Response to Advertising and Trial: Belief Strength, Belief Confidence and Product Curiosity,” . Journal of Advertising , 17 ( 3 ) : 3 – 14 .
   Web of Science ®Google Scholar
• Winer , B. J. 1971 . Statistical Principles in Experimental Design, , Second Edition , New York : McGraw-Hill Book Co. .
   Google Scholar
• Wright , Peter L. 1973 . “The Cognitive Processes Mediating Acceptance of Advertising,” . Journal of Marketing Research , 10 ( February ) : 53 – 62 .
   Web of Science ®Google Scholar
• Wright , Peter L. 1974 . “Analyzing Media Effects on Advertising Responses,” . Public Opinion Quarterly , 38 ( 2 ) : 192 – 205 .
   Web of Science ®Google Scholar
• Wright , Peter L. 1980 . “Message-Evoked Thoughts: Persuasion Research Using Thought Verbalizations,” . Journal of Consumer Research , 7 ( September ) : 151 – 175 .
   Web of Science ®Google Scholar
• Zaichkowsky , Judith Lynne . 1985 . “Measuring the Involvement Construct,” . Journal of Consumer Research , 12 ( December ) : 341 – 352 .
   Web of Science ®Google Scholar