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The Cognitive Processes Mediating Acceptance of Advertising

Peter L. Wright
Journal of Marketing Research
Vol. 10, No. 1 (Feb., 1973), pp. 53-62
DOI: 10.2307/3149409
Stable URL: http://www.jstor.org/stable/3149409
Page Count: 10
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The Cognitive Processes Mediating Acceptance of Advertising
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Abstract

The process of advertising influence is modeled in terms of an array of cognitive responses to the message, and a methodology for directly measuring these mediators is introduced. Research indicates that these variables are important mediators of attitudinal message acceptance, and that their relative weighting is affected by message modality and receiver involvement.

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