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Does Attitude Toward the Ad Endure? The Moderating Effects of Attention and Delay
Amitava Chattopadhyay and Prakash Nedungadi
Journal of Consumer Research
Vol. 19, No. 1 (Jun., 1992), pp. 26-33
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489185
Page Count: 8
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Do the effects of attitude toward the ad on consumer decisions endure beyond the scenarios that characterize previous research? In examining this question, we focus on the persistence of ad-attitude effects as a function of the level of attention at encoding and the delay between ad exposure and response. The results of an experiment designed to test our hypotheses suggest that ad-attitude effects do not persist in a number of instances. Over time, as memory for an ad fades, its effects on ad attitude dissipate. As a result, the ad-attitude effects on brand attitude that are reported in past research disappear after a delay. In fact, in certain situations likable ads are shown to have a detrimental impact on brand attitude. For instance, when it receives little attention, a highly affective ad (compared with a more neutral ad) may focus attention away from the brand claims and lead to a lower brand attitude after a delay.
Journal of Consumer Research © 1992 Oxford University Press