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The indirect effects of advertisements designed to change product attribute beliefs
Author(s) -
Yi Youjae
Publication year - 1990
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/mar.4220070105
Subject(s) - psychology , product (mathematics) , cognition , function (biology) , attitude change , social psychology , dynamics (music) , attitude , cognitive psychology , mathematics , pedagogy , geometry , neuroscience , evolutionary biology , biology
This study investigated the dynamics of attitude change by examining indirect effects of an ad designed to change a belief. Results showed that an ad had indirect effects on unmentioned beliefs, which were a function of (1) the manner in which beliefs are organized internally in ad recipients' cognitive structure and (2) retrieval cues provided externally in the ad. Also, the ad had indirect effects on evaluations ( a i ) of the intended attribute; these effects were observed especially when the belief was directly attacked by the ad and the ad recipients' beliefs were held with high confidence.