Program Context Antecedents of Attitude toward Radio Commercials

Program Context Antecedents of Attitude toward Radio Commercials

A theoretical model of program context effects on attitude toward the advertisement (Aad) is developed and tested. Involvement in and liking for a program are shown to exert a positive influence on both claim and nonclaim components of Aad by enhancing commercial-processing motivation. Additional an...

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Veröffentlicht in:Journal of the Academy of Marketing Science 1994, Vol.22 (1), p.3-15
Hauptverfasser: Lord, Kenneth R, Lee, Myung-Soo, Sauer, Paul L
Format: Artikel
Sprache:eng
Schlagworte:
Consumer attitudes
Radio advertising
Statistical analysis
Studies
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Zusammenfassung:A theoretical model of program context effects on attitude toward the advertisement (Aad) is developed and tested. Involvement in and liking for a program are shown to exert a positive influence on both claim and nonclaim components of Aad by enhancing commercial-processing motivation. Additional analyses replicate earlier findings that Aad mediates program influence on brand attitude and identify claim strength, appeal of nonclaim factors, and number of exposures as moderators of program effects on Aad.
ISSN:0092-0703
1552-7824
DOI:10.1177/0092070394221001