| Author: | Darley, W. Smith, R. |
| Title: | Advertising claim objectivity: antecedents and effects |
| Journal: | Journal of Marketing
1993 : OCT, VOL. 57:4, p. 100-113 |
| Index terms: | ADVERTISING ATTITUDES MEDIA RESEARCH |
| Language: | eng |
| Abstract: | The authors examine the role of advertising claim objectivity under central route processing conditions. Past studies are reviewed and two distinct components of claim objectivity are identified: attribute tangibility and factualness of description. Specific predictions are made concerning the effects of claim objectivity on perceived ad credibility, brand beliefs, ad attitudes, brand attitudes, and purchase intentions. Using the Elaboration Likelihood Model different results are predicted for print and broadcast media. |
SCIMA