Consumers' Information Processing and Attitude Toward an Ad: The Moderating Role of a Product Type

Date
2017-01-01
Authors
Rashid, Md Sanuwar
Byun, Sang-Eun
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Altmetrics
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Abstract

Theories of psychology of persuasion conceptualize that consumers form attitudes towards an ad based on the level of information processing through either cognitive or affective responses to ad cues (Sirgy, 1982). Marketers employ various executional cues to create an ad for their brands. The literature suggests that ad executional cues can be divided into two major categories: affect-laden and functionality-laden. Affect-laden ad cues, such as sexual sources and the attractiveness of the source, tend to appeal to consumers' hedonic needs. Functionality-laden executional cues, such as argument strength, expertise of the source, and number of rationales provided, tend to appeal to consumers' utilitarian needs. Previous studies suggest that the product type, functional or symbolic, may appeal to consumers' fundamental consumption needs and that congruence/ incongruence between ad executional cues and product type may affect consumers' level of information processing and the attitude toward an ad. Furthermore, the branding literature suggests that promotion of a brand should be based on what types of products it offers. Therefore, the purpose of this study is to investigate the moderating role of product type in determining the level of consumers' information processing and attitude toward an ad for affect- versus cognition-laden ad cues.

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