The Effect of Ad Claims and Ad Context on Attitude toward the Advertisement

Abstract

This study examines the effect of one content and two contextual advertising manipulations on several measures of attitude toward the ad (A_ad). Results indicate that such antecedent variables, each of which requires some degree of cognitive processing of information, can impact A_ad in excess of their effects on perceptions of the value of the deal. Results also show that A_ad is a significant predictor of attitude toward the deal after covarying out the experimental manipulations and perceptions of the value of the deal. Findings suggest that separate measures of cognitive and affective dimensions of A_ad may be more appropriate than the single composite measures which have typically been employed by A_ad researchers.