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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Bibliographische Detailangaben

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
Online-Zugang:	Volltext
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