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| Author: | Ranjbariyan, B. Mahmoodi, S. |
| Title: | The influencing factors in ad processing: cognitive vs. affective appeals |
| Journal: | Journal of international marketing and marketing research
2009 : OCT, VOL. 34:3, p. 129-140 |
| Index terms: | advertising effectiveness cognitive processes marketing attitudes product involvement music |
| Language: | eng |
| Abstract: | To be careful about efficiency of advertisement investments companies should be concerned about the influencing factors on peoples' processing of advertisements. This article takes 244 graduate students as its statistical sample and examines the influence of some factors on their advertisement processing. The results reveal that under high cognitive load and time pressure, people have more positive attitude toward affective appeals. However, when people have high product involvement or when they believe about informativeness of an ad they have more positive attitude toward cognitive ads. Finally the influence of music on attitude toward ad received no support. |
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