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Previous research on the web using traditional attitude formation models – dual mediation hypothesis (DMH) and affect transfer hypothesis (AFH) – suggests that DMH holds only for those with high need for cognition. This study examines need for cognition (NFC) as a moderator of the individual contributions of affective and cognitive elements on attitude toward the brand in an online setting. Findings show that as need for cognition increases, the effect of the creative elements in the ad on attitude toward the brand formation is lessened. The opposite effect occurs for cognitive ad elements. Our results further suggest a significant interaction effect of NFC with attitude toward the advertisement.

Need For Cognition As A Moderator Of Affective And Cognitive Elements In Online Attitude Toward The Brand Formation