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Ad processing and persuasion: The role of brand identification

✍ Scribed by Eleonora Curlo; Robert Chamblee

Publisher: John Wiley and Sons
Year: 1998
Tongue: English
Weight: 172 KB
Volume: 15
Category: Article
ISSN: 0742-6046
DOI: 10.1002/(sici)1520-6793(199805)15:3<279::aid-mar5>3.0.co;2-7

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✦ Synopsis

This article examines the relationship between ad learning and adbased persuasion; it proposes that consumer identification of the advertising brand positively affects attitude toward the ad, which in turn enhances positive brand attitudes. A model integrating learning and attitudinal responses to ads was tested with aggregate readership recognition scores and attitudinal measures for different ads. Results suggested that identification of the advertiser is a crucial operation in ad processing. Ads that facilitated identification of the brand appeared credible, which contributed to enhancing their persuasive impact. Neither the degree of overall attention devoted to an ad previous to brand identification, nor subsequent extensive elaboration of the ad's copy, affected ad or brand attitudes.

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