کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018277 940337 2009 12 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Advertising time expansion, compression, and cognitive processing influences on consumer acceptance of message and brand
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Advertising time expansion, compression, and cognitive processing influences on consumer acceptance of message and brand
چکیده انگلیسی

This article examines the nature of consumer process involvement and cognitive processing of advertising content as mediating variables between commercial message executions (e.g., broadcast time compression and expansion and using broadcast versus print media) on attitude and behavioral intentions. The article proposes a framework that builds on the prior work of Krugman, Wright, and MacInnis and colleagues; the framework includes hypotheses of an advertising execution and processing involvement interaction effect on cognitive processing of commercial messages and a substantial direct effect of cognitive processing on attitude and behavioral intention. The article includes details of an experiment testing hypotheses in the framework. The findings provide strong support of the hypotheses. Implications for advertising strategy include adopting a conservative view on the use of time compression in advertising commercials and nurturing low consumer processing involvement of commercial messages.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 62, Issue 4, April 2009, Pages 420–431
نویسندگان
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