What question did this study set out to answer?

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

August 1, 1990

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

Key Points

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.

Abstract

The unique influence of attitude toward the ad on brand attitude often has been viewed as simply reflecting the impact of peripheral persuasion. The authors’ research challenges such a conception. Ad attitude is shown to have a significant influence on brand attitude even in the absence of peripheral persuasion. The feasibility and usefulness of decomposing ad attitude into evaluations of particular ad elements also are explored.

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