Cognitive and affective components of A ad  in a low motivation processing set | Zendy

Celuch Kevin G. | Zendy; Slama Mark | Zendy

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Cognitive and affective components of A ad in a low motivation processing set

Author(s) -

Celuch Kevin G.,

Slama Mark

Publication year - 1995

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.4220120204

Subject(s) - psychology , set (abstract data type) , cognition , context (archaeology) , function (biology) , cognitive psychology , social psychology , computer science , paleontology , neuroscience , evolutionary biology , biology , programming language

It was hypothesized that for television ads the cognitive and affective components of A ad would predict brand attitude in a low motivation processing set, and that the relative influence of the components would be a function of ad execution format. These hypotheses were supported, and it was found that the program context had little influence on the relationships. © 1995 John Wiley & Sons, Inc.

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