Advertising's Immediate and Delayed Influence on Brand Attitudes: Considerations across Message-Involvement Levels

Abstract Abstract The effects of brand beliefs and attitude-toward-the-ad (Aad) on immediate and delayed measures of attitude-toward-the-brand (Ab)were investigated for individuals who were more- and less-involved with the message of a print advertisement. Results suggest Aad's and brand beliefs' influence on immediate and delayed measures of Ab depend on individuals' involvement with the message. As expected, for individuals who are more-involved with an advertising message, both beliefs and Aad influenced Ab. This relationship held even after a one-week delay. For those less-involved with the advertising message, however, beliefs had no significant influence on brand attitudes, measured immediately following advertising exposure or after a one-week delay. Aad was shown to have a significant influence on brand attitudes in both time conditions. Implications for theory and practice, as well as directions for future research, are discussed.