Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

Abstract

Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The validity of this proposition for consumers’ beliefs about product attributes and brand attitudes was exmained in the context of an advertising effects study. To manipulate product attribute beliefs and to create settings in which other mediation processes might occur, the authors exposed subjects to simple advertisements that contained either a verbal claim or visual information. Level of repetition also was varied. As expected, product attribute beliefs mediated attitude formation. However, another variable, termed attitude toward the advertisement, also mediated brand attitudes and purchase intentions. The authors discuss alternative explanations for the results and offer suggestions for future research.

The Effect of Information Design on Cognitive Processing of Website Navigation

“…The results showed that purchasing cognition is higher in subjects exposed to highquality diagnostic information than in those exposed to low-quality diagnostic information. Also, purchasing cognition is higher in subjects exposed to high-quality nondiagnostic information than in those exposed to low-quality nondiagnostic information (Grossman & Till, 1998;Miniard et al, 1991;Mitchell, 1986;Mitchell & Olson, 1981). The results do not support H3, that the purchasing cognition is higher when subjects are exposed to high-quality diagnostic information and low-quality nondiagnostic information than when they are exposed to low-quality diagnostic information and high-quality nondiagnostic information.…”

“…Previous research (Bower & Landreth, 2001;Chu, Chris, Lee, & Lina, 2012;Miniard, Bhatla, Lord, Dickson, & Unnava, 1991;Tscheulin & Helmig, 1998) on the effect of promotional information on products or services revealed that people adopt a more favorable attitude to promotional information when there is a high correlation between the photographs and text, wherein the former reinforces the latter by revealing additional information. But where there is no correlation with the promotional information about products or services, the people's purchasing cognition is higher, as the information arouses positive feelings or is aesthetically pleasing (Grossman & Till, 1998;Miniard et al, 1991;Mitchell, 1986;Mitchell & Olson, 1981). In other words, when exposed to both diagnostic and nondiagnostic information at the same time, purchasing cognition will be higher if people are exposed to higher quality nondiagnostic information, but people must also have been exposed to the same quality of diagnostic information.…”

Consumer Attitudes Revisited: A Review of Attitude Theory in Marketing Research

“…Although Zajonc (1968Zajonc ( , 1984 has been criticized for relying on measures of stimulus recognition in order to eliminate the operations of cognition (Mandler et al 1987;Pham et al 2001), his 'primacy of affect' theory has inspired a considerable body of research (e.g. Ray 1985, 1986;Burke and Edell 1989;Derbaix 1995;Edell and Burke 1987;Holbrook and Batra 1987;Janiszewski and Warlop 1993;Mitchell and Olson 1981;Shimp 1981;Srull 1983;Stuart et al 1987).…”

Consumer attitude toward US versus domestic apparel in Taiwan

“…14 Moreover, attitude is a result of learning and is strongly influenced by personal experience, family, friends, and marketing strategy. 15 Several studies have provided support for the interrelated nature of these affective, cognitive, and conative attitudinal components [16][17][18] Current models of persuasion [19][20][21] assume that attitude formation and change are based on the acquisition and retrieval of verbal information about the product, and individuals translate the visual and emotional elements of advertisement into verbal product-related information.…”