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The Cognitive Processes Mediating Acceptance of Advertising
Abstract
The process of advertising influence is modeled in terms of an array of cognitive responses to the message, and a methodology for directly measuring these mediators is introduced. Research indicates that these variables are important mediators of attitudinal message acceptance, and that their relative weighting is affected by message modality and receiver involvement.
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Metadata
- Authors
- Wright, P. L.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1973-02
- Volume
- 10
- Issue
- 1
- Pages
- 53-62
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2064627049
- Cited by
- 466
- References
- 0
- FWCI
- 19.51
- Type
- journal article
- Language
- en
- Open access
- closed
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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.
