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This research examines how ad attitude affects brand attitude and challenges existing views on peripheral persuasion.

On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis

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This research examines how ad attitude affects brand attitude and challenges existing views on peripheral persuasion.
Conducted experimental analysis to assess the relationship between ad attitude and brand attitude.
Decomposed ad attitude into evaluations of specific ad elements to explore their impact.
Analyzed data to understand the significance of ad attitude outside of peripheral persuasion.
Ad attitude significantly influences brand attitude, even without peripheral persuasion effects.
Decomposing ad attitudes revealed particular elements that contribute to brand perception.
Findings suggest a re-evaluation of traditional views on advertising persuasion strategies.

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Experimental analysis reveals that ad attitude significantly influences brand attitude, suggesting new insights into persuasion mechanisms.

Miniard et al. (1990) studied this question.

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Experimental analysis reveals that ad attitude significantly influences brand attitude, suggesting new insights into persuasion mechanisms.