Advertising time expansion, compression, and cognitive processing influences on consumer acceptance of message and brand

This article examines the nature of consumer process involvement and cognitive processing of advertising content as mediating variables between commercial message executions (e.g., broadcast time compression and expansion and using broadcast versus print media) on attitude and behavioral intentions....

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Bibliographic Details
Published in:Journal of business research 2009-04, Vol.62 (4), p.420-431
Main Author: Megehee, Carol M.
Format: Article
Language:English
Subjects:
Acceptance
Advertising
Advertising Interaction Consumer process involvement Expansion Compression
Brands
Cognition & reasoning
Cognitive psychology
Compression
Consumer behavior
Consumer process involvement
Expansion
Hypotheses
Impact analysis
Interaction
Marketing research
Studies
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Summary:This article examines the nature of consumer process involvement and cognitive processing of advertising content as mediating variables between commercial message executions (e.g., broadcast time compression and expansion and using broadcast versus print media) on attitude and behavioral intentions. The article proposes a framework that builds on the prior work of Krugman, Wright, and MacInnis and colleagues; the framework includes hypotheses of an advertising execution and processing involvement interaction effect on cognitive processing of commercial messages and a substantial direct effect of cognitive processing on attitude and behavioral intention. The article includes details of an experiment testing hypotheses in the framework. The findings provide strong support of the hypotheses. Implications for advertising strategy include adopting a conservative view on the use of time compression in advertising commercials and nurturing low consumer processing involvement of commercial messages.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2008.01.019