Product Use Goals and Attitudinal Responses to Ads

Autor:	Eleonora Curlo, Robert H. Ducoffe
Rok vydání:	1998
Předmět:	Marketing Cognition Advertising Product (category theory) Construct (philosophy) Affect (psychology) Psychology Social psychology LISREL
Zdroj:	Journal of Current Issues & Research in Advertising. 20:19-32
ISSN:	2164-7313 1064-1734
DOI:	10.1080/10641734.1998.10505074
Popis:	The authors propose an extension of the attitude-toward-the-ad model based on a new construct, ad-evoked goals (Gad), representing consumer beliefs that an advertisement communicates product-use goal(s). It is hypothesized that these beliefs directly affect attitude toward the ad and indirectly impact brand attitudes. A Lisrel analysis of the model supports the proposed relationships. An additional analysis employing cognitive-response measures of the construct provides convergent evidence of the validity of the model. These findings suggest that advertisers should address product use goals and other product-category cognitions in advertising strategy and design.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::406716bd71135bddf172fba33288afe4 https://doi.org/10.1080/10641734.1998.10505074 Zobrazit plný text záznamu Plný text ve formátu PDF