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

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  • 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
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    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.

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