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

• 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
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2008.01.019

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.