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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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Does Attitude Toward the Ad Endure? The Moderating Effects of Attention and Delay
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Abstract

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.

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