TY - JOUR
AU - Goodstein, Ronald, C.
AB - Abstract Consumers watch a television ad at different levels depending on their motivation to process the ad. In this article, the fit between an ad and an evoked ad schema in memory is hypothesized to influence consumers' motivation to process. It is also hypothesized that this motivation is moderated by effects due to consumers' prior category affect and processing goals. Results from an advertising experiment suggest that ads typical of an evoked schema elicit relatively less extensive processing and evaluations, while those atypical of the schema motivate more extensive processing and evaluations. In an extension of previous research in the domain, the results imply that typicality effects are moderated by the extremity of prior category affect. Limited evidence also reveals that typicality effects may be moderated by ad-processing goals. The theoretical and practical implications of these results are discussed. This content is only available as a PDF. Author notes * " Ronald C. Goodstein is assistant professor of marketing at the John E. Anderson Graduate School of Management at the University of California, Los Angeles, 405 Hilgard Avenue, Los Angeles, CA 90024. The author gratefully acknowledges support from his dissertation advisers Jim Bettman and Julie Edell; present and former Duke colleagues Marian Moore, Jennifer Escalas, Ajay Kalra, Kevin Keller, and Itamar Simonson; UCLA colleagues Meg Campbell, Deb Heisley, and Hal Kassarjian; and Julie Baker, Dhruv Grewal, and Mita Sujan. Special thanks are due to Julie Edell, whose feedback on alternate analysis plans was critical to the final article. Finally, I extend my appreciation to the three reviewers and to the editor for their helpful comments in revising this article. © 1993 by JOURNAL OF CONSUMER RESEARCH, Inc.
TI - Category-based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing
JF - Journal of Consumer Research
DO - 10.1086/209335
DA - 1993-06-01
UR - https://www.deepdyve.com/lp/oxford-university-press/category-based-applications-and-extensions-in-advertising-motivating-5ODEaF4FaD
SP - 87
VL - 20
IS - 1
DP - DeepDyve
ER -