TY - JOUR
AU - Dover, Philip, A.
AB - Abstract A central assumption of a combined cognitive response/cognitive structure model of communication is that cognitive responses mediate message effects on belief, attitude, and behavioral intention elements of cognitive structure. This key proposition was tested in a laboratory experiment in which subjects were exposed to advertisements containing varying information about a new brand. The results suggest that either support or counterarguing partially mediate every effect of the ad content manipulations on all three elements of cognitive structure. However, cognitive responses did not mediate all of the treatment-induced variation in cognitive structure. Alternative explanations for the results and issues and directions for future theoretical development and research are discussed. This content is only available as a PDF. Author notes * Jerry Olson is Associate Professor of Marketing and Daniel Toy is Assistant Professor of Marketing, Pennsylvania State University, University Park, PA 16802. Philip Dover is Assistant Professor of Marketing, Boston University, Boston, MA 02215. This research was supported by a grant to the first author from the Center for Research, College of Business Administration, Pennsylvania State University. Results of preliminary analyses of this data were presented at the 1977 Conference of the Association for Consumer Research and published by the authors in the 1978 Advances in Consumer Research, Vol. 5. Preparation of this article was supported by the Marketing Science Institute, where the first author spent the 1981–1982 academic year as a Visiting Research Professor. We are grateful for assistance in the data analysis from Rajesh Kanwar and for useful comments from Rebecca Holman, Andrew Mitchell, P.S. Raju, Jay Russo, Diane Schmalensee, Jack Swasy, Dale Wilson, and a JCR reviewer. © JOURNAL OF CONSUMER RESEARCH
TI - Do Cognitive Responses Mediate the Effects of Advertising Content on Cognitive Structure?
JF - Journal of Consumer Research
DO - 10.1086/208921
DA - 1982-12-01
UR - https://www.deepdyve.com/lp/oxford-university-press/do-cognitive-responses-mediate-the-effects-of-advertising-content-on-N9tAzBJ5I4
SP - 245
EP - 262
VL - 9
IS - 3
DP - DeepDyve
ER -