IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v19y1992i1p26-33.html
   My bibliography  Save this article

Does Attitude toward the Ad Endure? The Moderating Effects of Attention and Delay

Author

Listed:
  • Chattopadhyay, Amitava
  • Nedungadi, Prakash

Abstract

Do the effects of attitude toward the ad on consumer decisions endure beyond the scenarios that characterize previous research? In examining this question, the authors focus on the persistence of ad-attitude effects as a function of the level of attention at encoding and the delay between ad exposure and response. The results of an experiment designed to test their hypotheses suggest that ad-attitude effects do not persist in a number of instances. Over time, as memory for an ad fades, its effects on ad attitude dissipate. As a result, the ad-attitude effects on brand attitude that are reported in past research disappear after a delay. In fact, in certain situations likable ads are shown to have a detrimental impact on brand attitude. For instance, when it receives little attention, a highly affective ad (compared with a more neutral ad) may focus attention away from the brand claims and lead to a lower brand attitude after a delay. Copyright 1992 by the University of Chicago.

Suggested Citation

  • Chattopadhyay, Amitava & Nedungadi, Prakash, 1992. "Does Attitude toward the Ad Endure? The Moderating Effects of Attention and Delay," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 26-33, June.
    • Handle: RePEc:oup:jconrs:v:19:y:1992:i:1:p:26-33
    DOI: 10.1086/209283
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/209283
    Download Restriction: no
    File URL: https://libkey.io/10.1086/209283?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kronrod, Ann & Huber, Joel, 2019. "Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 306-324.
    2. Ghosh, Tathagata & S., Sreejesh & Dwivedi, Yogesh K., 2021. "Examining the Deferred Effects of Gaming Platform and Game Speed of Advergames on Memory, Attitude, and Purchase Intention," Journal of Interactive Marketing, Elsevier, vol. 55(C), pages 52-66.
    3. Sander, Julian, 2024. "The Role of Emotions in Investment Decisions: The Effects of Vividness of a Crowdfunding Campaign Video," Thesis Commons 6gptv, Center for Open Science.
    4. Sonny Rosenthal & Jean Yi Colette Tan & Ting Fang Poh, 2020. "Reputation Cues as Signals in the Sharing Economy," Social Sciences, MDPI, vol. 9(4), pages 1-14, April.
    5. Lee, Richard & Lockshin, Larry & Cohen, Justin & Corsi, Armando, 2019. "A latent growth model of destination image's halo effect," Annals of Tourism Research, Elsevier, vol. 79(C).
    6. Comiati Raluca & Plaias Ioan, 2010. "The Impact Of Consumers Attitude Toward Advertising On Product Attitude," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 6, pages 727-738.
    7. Coulter, Keith S. & Punj, Girish, 1999. "Influence of Viewing Context on the Determinants of Attitude Toward the Ad and the Brand," Journal of Business Research, Elsevier, vol. 45(1), pages 47-58, May.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:19:y:1992:i:1:p:26-33. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.