The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Attitude toward the Ad and Brand Choice
Abstract
This study examines how attitude toward the ad, Aad, affects brand choice. We investigate the applicability of two contrasting perspectives—an independent or direct effects model and a mediated or indirect effects model. In a lab setting we manipulate (1) a brand's ad picture (good/bad) to affect its Aad and (2) when subjects give their Aad ratings (before/after choice). Choice is operationalized as selecting the best brand based on information contained in a set of ads. The results support the presence of an independent effect of Aad on brand choice. There were no significant timing effects, which suggests that subjects formed Aad during choice without prompting. Directions for future research and implications for advertisers are discussed.
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Citations
Cites
Behavioral Decision Theory: Processes of Judgement and Choice
Einhorn, H. J., & Hogarth, R. M. (1981) · Annual Review of Psychology · doi:10.1146/annurev.ps.32.020181.000413 · Cited by 1,691
Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?
Mitchell, A. A., & Olson, J. C. (1981) · Journal of Marketing Research · doi:10.2307/3150973 · Cited by 1,472
Affective responses mediating acceptance of advertising.
Batra, R., & Ray, M. L. (1986) · Journal of Consumer Research · doi:10.1086/209063 · Cited by 1,076
Cited by
Avoidance of Advertising in Social Networking Sites: The Teenage Perspective
Kelly, L., Kerr, G., & Drennan, J. (2010) · Journal of Interactive Advertising · doi:10.1080/15252019.2010.10722167 · Cited by 473
Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002) · Journal of Marketing Theory and Practice · doi:10.1080/10696679.2002.11501916 · Cited by 467
How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising
Poels, K., & Dewitte, S. (2006) · SSRN Electronic Journal · doi:10.2139/ssrn.944401 · Cited by 447
Trivedi, J., & Sama, R. (2020) · Journal of Internet Commerce · doi:10.1080/15332861.2019.1700741 · Cited by 285
Wortel, C., Vanwesenbeeck, I., & Tomas, F. (2024) · Emerging Media · doi:10.1177/27523543241292096 · Cited by 50
Metadata
- Authors
- Biehal, G., Stephens, D., & Curio, E.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1992-09
- Volume
- 21
- Issue
- 3
- Pages
- 19-36
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1995047719
- Cited by
- 199
- References
- 3
- FWCI
- 2.79
- Type
- journal article
- Language
- en
- Open access
- closed
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- Biehal, G., Stephens, D., & Curio, E. (1992). Attitude toward the Ad and Brand Choice. Journal of Advertising. https://doi.org/10.1080/00913367.1992.10673373
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
