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Self-Validation of Cognitive Responses to Advertisements

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  • Brinol, Pablo
  • Petty, Richard E
  • Tormala, Zakary L

Abstract

Two studies tested the notion that the confidence consumers have in their cognitive responses to an ad can increase or decrease the favorability of product attitudes. Increasing confidence in positive thoughts enhanced advertisement effectiveness. Increasing confidence in negative thoughts reduced advertisement effectiveness. These self-validation effects occurred regardless of the type of product and regardless of whether thought confidence was measured or induced through an experimental manipulation. The present research also demonstrated that source credibility can influence consumer attitudes by affecting thought confidence. Finally, thought confidence was distinguished from other potentially related thought dimensions. Antecedents, moderators, and consequences of self-validation effects are described. Copyright 2004 by the University of Chicago.

Suggested Citation

  • Brinol, Pablo & Petty, Richard E & Tormala, Zakary L, 2004. "Self-Validation of Cognitive Responses to Advertisements," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 559-573, March.
    • Handle: RePEc:oup:jconrs:v:30:y:2004:i:4:p:559-73
    DOI: 10.1086/380289
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    1. Erik Hunter & Per Davidsson, 2007. "Celebrity entrepreneurship: communication effectiveness through perceived involvement," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 4(5), pages 505-527.
    2. Baxendale, Shane & Macdonald, Emma K. & Wilson, Hugh N., 2015. "The Impact of Different Touchpoints on Brand Consideration," Journal of Retailing, Elsevier, vol. 91(2), pages 235-253.
    3. Grigorios, Lamprinakos & Magrizos, Solon & Kostopoulos, Ioannis & Drossos, Dimitrios & Santos, David, 2022. "Overt and covert customer data collection in online personalized advertising: The role of user emotions," Journal of Business Research, Elsevier, vol. 141(C), pages 308-320.
    4. Sicilia, Maria & Ruiz, Salvador, 2010. "The Effect of Web-Based Information Availability on Consumers' Processing and Attitudes," Journal of Interactive Marketing, Elsevier, vol. 24(1), pages 31-41.
    5. Halder, Deepa & Pradhan, Debasis & Roy Chaudhuri, Himadri, 2021. "Forty-five years of celebrity credibility and endorsement literature: Review and learnings," Journal of Business Research, Elsevier, vol. 125(C), pages 397-415.
    6. Shi-Zhu Liang & Meng-Hsiang Hsu & Tung-Hsiang Chou, 2022. "Effects of Celebrity–Product/Consumer Congruence on Consumer Confidence, Desire, and Motivation in Purchase Intention," Sustainability, MDPI, vol. 14(14), pages 1-17, July.
    7. Ganegoda, Deshani B. & Shukla, Jigyashu & Shapiro, Debra L., 2024. "Garnering support for social justice: When and why is “yes” likelier for “allies” versus “disadvantaged group advocates”?," Organizational Behavior and Human Decision Processes, Elsevier, vol. 182(C).
    8. Carlos Orús & Raquel Gurrea & Carlos Flavián, 2017. "Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention," Electronic Commerce Research, Springer, vol. 17(4), pages 661-700, December.
    9. Hui-Hsin HUANG, 2014. "Explorative Study on the Concept of Mind Shares: Confidence, Resistance and Loyalty," Expert Journal of Marketing, Sprint Investify, vol. 2(1), pages 15-27.
    10. Kevin P. Newman & Rebecca K. Trump, 2023. "Addressing the eco-gender gap in men through power and sustainability self-efficacy," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 261-274, May.
    11. Francine Espinoza Petersen & Rebecca Hamilton, 2013. "Confidence via correction: The effect of judgment correction on consumer confidence," ESMT Research Working Papers ESMT-13-06, ESMT European School of Management and Technology.
    12. Lavoye, Virginie & Tarkiainen, Anssi & Sipilä, Jenni & Mero, Joel, 2023. "More than skin-deep: The influence of presence dimensions on purchase intentions in augmented reality shopping," Journal of Business Research, Elsevier, vol. 169(C).
    13. van Esch, Patrick & Arli, Denni & Gheshlaghi, Mahnaz Haji & Andonopoulos, Vicki & von der Heidt, Tania & Northey, Gavin, 2019. "Anthropomorphism and augmented reality in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 35-42.
    14. Uhlmann, Eric Luis & Cohen, Geoffrey L., 2007. ""I think it, therefore it's true": Effects of self-perceived objectivity on hiring discrimination," Organizational Behavior and Human Decision Processes, Elsevier, vol. 104(2), pages 207-223, November.

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