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- Title
The Influence of Advertising Frequency on Attitude-Behaviour Consistency: A Memory Based Analysis.
- Authors
Berger, Ida E.
- Abstract
This study examines the influence of advertising on the relationship between attitudes and behavior. Consistent with recent work in social cognition, this paper focuses on attitude-behavior consistency as the target dependent variable to be understood. The paper suggests that advertising can strengthen the relationship between attitudes and subsequent behavioral choices by influencing the nature of the memory representations of attitude objects. A controlled laboratory experiment demonstrates that moderate levels of exposure frequency can positively influence the number of brand associations in memory and the consistency between brand cognitions and summary evaluations. The experiment also shows that the amount of information provided can positively influence brand evaluations and negatively influence the proportion of self-generated inferences associated with advertised brands. Exposure frequency positively influences the strength of the relationship between stated attitudes and subsequent behavioral decisions, presumably through its influence on evaluative-cognitive consistency. The implications of these findings for advertising researchers and practitioners are highlighted.
- Subjects
ATTITUDE (Psychology); BEHAVIORAL research; COGNITIVE consistency; ADVERTISING; SOCIAL perception; SOCIAL psychology; MEMORY; METHODOLOGY; PERSONALITY
- Publication
Journal of Social Behavior & Personality, 1999, Vol 14, Issue 4, p547
- ISSN
0886-1641
- Publication type
Article