DELAYED-EFFECTS OF ADVERTISING MODERATED BY INVOLVEMENT

被引：9

作者：

LACZNIAK, RN ^{[1
]}

MUEHLING, DD ^{[1
]}

机构：

[1] WASHINGTON STATE UNIV,PULLMAN,WA 99164

来源：

JOURNAL OF BUSINESS RESEARCH | 1990年 / 20卷 / 03期

关键词：

D O I：

10.1016/0148-2963(90)90017-8

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The moderating effect of message involvement was examined for two determinants of brand attitudes (attitude toward the ad [Aad] and brand beliefs) measured immediately after and 1 week following ad exposure. Findings indicated that, under high-involvement conditions, both brand beliefs and Aad were relatively enduring over time. In low-involvement conditions, Aad, but not beliefs, remained relatively stable over time. Irrespective of involvement conditions, immediate measures of Aad were significantly correlated with delayed measures of brand attitude, whereas immediate beliefs were significantly related to brand attitude only in high-involvement conditions. © 1990.

引用

页码：263 / 277

页数：15

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