Product Novelty: Does it Moderate the Relationship between Ad Attitudes and Brand Attitudes?

Abstract This study examines the role that product novelty plays in influencing a number of attitude-related variables, as well as its role in moderating the relationship between ad attitudes and brand attitudes. The results of an experiment indicate that the formation of brand attitudes for a novel or unconventional product may depend more heavily on consumers' affective reaction to the advertisement than on their brand-related beliefs.