| Author: | Dube, L. Chattopadhyay, A. Letarte, A. |
| Title: | Should advertising appeals match the basis of consumers' attitudes ? |
| Journal: | Journal of Advertising Research
1996 : NOV/DEC, VOL. 36:6, p. 82-89 |
| Index terms: | CONSUMERS ATTITUDES BRANDS INFORMATION |
| Language: | eng |
| Abstract: | Advertising planning models, like the FCB Grid, suggest that for brands/products for which attitudes are based on affect primarily, advertisers would be best served by using affective appeals. Conversely, when attitudes are based primarily on utilitarian, cognitive foundations, advertisers ought to use informative appeals. In the reported field study, it is attempted to assess whether advertisers follow this recommendation. Results provide little support to the expected match btw. advertising content and attitude bases. The analyses revealed that, for food products, attitudes were primarily based on affect whereas advertisements typically utilized informational appeals. Implications of the findings are discussed. |
SCIMA