Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

Mitchell, Andrew A.; Olson, Jerry C.

doi:10.2307/3150973

Cited by 1,472Consumer Behavior in Brand Consumption and IdentificationMarketing and Advertising StrategiesConsumer Behavior and Marketing Influence

Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

Mitchell, Andrew A., Olson, Jerry C.·1981·Journal of Marketing Research

DOI 10.2307/3150973

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Abstract

Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The validity of this proposition for consumers’ beliefs about product attributes and brand at...

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There is good evidence that viewers do make the kinds of implicit connections between images that are suggested in these examples.
“There is good evidence that viewers do make the kinds of implicit connections between images that are suggested in these examples”
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Authors: Mitchell, A. A., & Olson, J. C.
Affiliations: Carnegie Mellon University (US)
Pennsylvania State University (US)
Venue: Journal of Marketing Research
Publisher: JSTOR
Published: 1981-08
Volume: 18
Issue: 3
Pages: 318
ISSN: 0022-2437 (ISSN-L)
DOI: 10.2307/3150973
OpenAlex: W2328832051
Cited by: 1,472
References: 30
Citations by year: 2026: 6 · 2025: 10 · 2024: 13 · 2023: 11 · 2022: 12 · 2021: 57 · 2020: 56 · 2019: 71 · 2018: 89 · 2017: 93 · 2016: 79 · 2015: 85 · 2014: 92 · 2013: 73 · 2012: 68
FWCI: 57.07
Type: journal article
Language: en
Open access: closed
Locations: Journal of Marketing Research (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords: advertising effects, brand attitude, attitude formation, attitude change, mediation, consumer beliefs

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Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

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