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| Author: | Hastak, M. Olson, J. |
| Title: | Assessing the Role of Brand-Related Cognitive Responses as Mediators of Communication Effects on Cognitive Structure |
| Journal: | Journal of Consumer Research
1989 : MARCH, VOL, 15, p.444-456 |
| Index terms: | ADVERTISING EFFECTIVENESS BRAND NAMES CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The cognitive response model of communication effects was tested in an experiment in which the subjects were exposed to brand advertisement with the aim of evaluating either the advertised brand or the ad itself. The results indicate that brand-related cognitive responses are the primary mediators of ad effects on cognitive structure variables, but only for subjects who had a hard evaluation goal. |
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