A Revised Model of Advertising Processing: Extending the Dual Mediation Hypothesis

While the Dual Mediation Hypothesis Model has proven to be a useful explanatory tool in understanding consumers' ad processing tendencies, its usefulness may be enhanced by considering a number of important extensions. The present study extends the original model by expressly considering many of the model components in multidimensional terms as well as examining their relationships in both high and low advertising message involvement contexts. Findings provide support for the extended models. Practical and theoretical implications of the findings are discussed.