The Association Model of the Advertising Communication Process

Preston, Ivan L.

doi:10.1080/00913367.1982.10672808

Cited by 14 publications

(16 citation statements)

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“…And, the hierarchy-of-effects paradigm (e.g. Lavidge & Steiner 1961;Preston 1982) has also explored Aad's role in the purchase process. Following the traditional measurement for advertising effectiveness, this study also measures memory and attitude towards the advertisement as two important dependent variables.…”

Section: Measurementsmentioning

confidence: 99%

Humour effect on memory and attitude: moderating role of product involvement

Chung

Zhao

2003

International Journal of Advertising

105

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This study examined the moderating effects of product involvement on the effects of humour on memory and attitude towards the advertisement by using multi-year survey (1992 to 1997) of responses to commercials shown during the Super Bowl. Positive and significant relationships between humorous advertisements on memory and attitude were found through multiple regression analysis. Furthermore, results show that humorous advertisements are more effective in low-involvement products in terms of memory and attitude towards the advertisement.

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Section: Measurementsmentioning

confidence: 99%

Humour effect on memory and attitude: moderating role of product involvement

Chung

Zhao

2003

International Journal of Advertising

105

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“…Their findings appear to be consistent with prior research that examined media substitution between Internet and direct mail (Leong, Huang, & Stanners, 1998), radio (Stempel, Hargrove, & Bernt, 2000), and television (Lin, 1999). In the light of the hierarchy of effects model (Preston, 1982), such consistency leads us to conclude that some consumers with favorable atti tudes toward traditional media or PC Internet may have inten tions to use mobile Internet, even though they are not using it. Thus, H5 attitude toward PC Internet directly and positively affects atti tude toward mobile Internet.…”

Section: Reinforcement Effectsmentioning

confidence: 99%

Does gender affect media choice in travel information search? On the use of mobile Internet

2009

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“…These hierarchy models have proved to be conceptually useful in addition to being accepted by many advertising academicians and practitioners. 55 Among the many models spawned by the response hierarchy, the ELM received special attention because of its cognitive base and widespread usage in a variety of disciplines. Although a number of cognitive theories of attitude change have been developed over the years, the one that provides the foundation for the ELM is the communication/persuasion matrix model.…”

Section: Elm: the Cognitive Response Hierarchymentioning

confidence: 99%

Elaboration likelihood model: A missing intrinsic emotional implication

Morris

Woo²,

Singh

2005

J Target Meas Anal Mark

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others. Over the past few years, he has been developing a model (AdSAM) for analysing emotional response to marketing communications. ChongMoo Woois a doctoral student majoring in advertising in the Department of Advertising at the University of Florida. He received a BA and MA, both in advertising and public relations from the Chung-Ang University, Seoul, South Korea, and an MA in advertising from the University of Florida. During the programme of study, he has completed course work toward an MA in statistics and has published in the Abstract The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, proposed two routes to attitude change: central and peripheral. The central route emphasises a high relevance of the message to the individual. In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number rather than the content of arguments employed by the message to process the message. If these cues produce an attitude change, this change is likely to be shorter lasting and unpredictable of that individual's behaviour. Hence, the cognitive (central) aspect of the ELM overshadows its affective (peripheral) aspect, and the underlying suggestion of this model is that an attitude change is mostly reached through cognition as opposed to emotion. This study attempts to show that the emotional aspect is as important as the cognitive aspect. The basis for this conclusion is that even as an individual processes a message cognitively, that cognition has an emotional core. In addition, there is a possibility that content processing (elaboration) gives rise to emotions and that this leads to a longer-lasting change in attitudes.

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The Association Model of the Advertising Communication Process

Cited by 14 publications

References 0 publications

Humour effect on memory and attitude: moderating role of product involvement

Humour effect on memory and attitude: moderating role of product involvement

Does gender affect media choice in travel information search? On the use of mobile Internet

Elaboration likelihood model: A missing intrinsic emotional implication

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