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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.