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Ad processing and persuasion: The role of brand identification
Author(s) -
Curlo Eleonora,
Chamblee Robert
Publication year - 1998
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199805)15:3<279::aid-mar5>3.0.co;2-7
Subject(s) - persuasion , psychology , identification (biology) , elaboration likelihood model , advertising , audience measurement , social psychology , business , botany , biology
This article examines the relationship between ad learning and ad‐based persuasion; it proposes that consumer identification of the advertising brand positively affects attitude toward the ad, which in turn enhances positive brand attitudes. A model integrating learning and attitudinal responses to ads was tested with aggregate readership recognition scores and attitudinal measures for different ads. Results suggested that identification of the advertiser is a crucial operation in ad processing. Ads that facilitated identification of the brand appeared credible, which contributed to enhancing their persuasive impact. Neither the degree of overall attention devoted to an ad previous to brand identification, nor subsequent extensive elaboration of the ad's copy, affected ad or brand attitudes. © 1998 John Wiley & Sons, Inc.