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- Title
Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis.
- Authors
Brown, Steven P.; Stayman, Douglas M.
- Abstract
A meta-analysis of pairwise relationships involving attitude toward the ad was conducted. Analyses of correlations across studies are first analyzed and reported. Because significant variance across studies was found, moderator analyses were conducted to account for interstudy variance. The results suggest a number of methodological variables that moderate the strengths of relationships found in studies of ad attitudes. Analyses were also conducted to assess the robustness of the dual-mediation path model of the effects of ad attitudes. Results indicate support for the model as well as a more important role for the indirect influence of ad attitudes on brand attitudes (via brand cognitions) than that found in previous model tests.
- Subjects
CONSUMER attitudes; ATTITUDE research; ADVERTISING; CONSUMER behavior; META-analysis; BRAND name products; VARIANCES; CONSUMER research; COGNITION; CONSUMER preferences; EMOTIONS; ANALYSIS of variance
- Publication
Journal of Consumer Research, 1992, Vol 19, Issue 1, p34
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/209284