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Advertising time expansion, compression, and cognitive processing influences on consumer acceptance of message and brand

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  • Megehee, Carol M.

Abstract

This article examines the nature of consumer process involvement and cognitive processing of advertising content as mediating variables between commercial message executions (e.g., broadcast time compression and expansion and using broadcast versus print media) on attitude and behavioral intentions. The article proposes a framework that builds on the prior work of Krugman, Wright, and MacInnis and colleagues; the framework includes hypotheses of an advertising execution and processing involvement interaction effect on cognitive processing of commercial messages and a substantial direct effect of cognitive processing on attitude and behavioral intention. The article includes details of an experiment testing hypotheses in the framework. The findings provide strong support of the hypotheses. Implications for advertising strategy include adopting a conservative view on the use of time compression in advertising commercials and nurturing low consumer processing involvement of commercial messages.

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  • Megehee, Carol M., 2009. "Advertising time expansion, compression, and cognitive processing influences on consumer acceptance of message and brand," Journal of Business Research, Elsevier, vol. 62(4), pages 420-431, April.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:4:p:420-431
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    1. Batra, Rajeev & Ray, Michael L, 1986. "Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 234-249, September.
    2. Moore, Danny L & Hausknecht, Douglas & Thamodaran, Kanchana, 1986. "Time Compression, Response Opportunity, and Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 85-99, June.
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    4. Megehee, Carol Murphey & Dobie, Kathryn & Grant, James, 2003. "Time versus Pause Manipulation in Communications Directed to the Young Adult Population: Does It Matter?," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 281-292, September.
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    6. Olney, Thomas J & Holbrook, Morris B & Batra, Rajeev, 1991. "Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 440-453, March.
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    3. Bellman, Steven & Beal, Virginia & Wooley, Brooke & Varan, Duane, 2020. "Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online," Journal of Business Research, Elsevier, vol. 120(C), pages 103-113.
    4. Peterson, Robert A. & Merunka, Dwight R., 2014. "Convenience samples of college students and research reproducibility," Journal of Business Research, Elsevier, vol. 67(5), pages 1035-1041.

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