The Effects of Advertising Distinctiveness and Message Content Involvement on Cognitive and Affective Responses to Advertising

Authors

J. Craig Andrews, Marquette UniversityFollow
Syed Akhter, Marquette UniversityFollow
Srinivas Durvasula, Marquette UniversityFollow
Darrel D. Muehling, Washington State University - Pullman

Document Type

Article

Language

eng

Publication Date

1992

Publisher

Taylor & Francis

Source Publication

Journal of Current Issues & Research in Advertising

Source ISSN

1064-1734

Abstract

This paper examines how advertising distinctiveness influences cognitive and affective responses to advertising under varying levels of message content involvement. Major findings indicate facilitative effects of distinctive (versus nondistinctive) ad stimuli on net ad execution cognitive responses, net source cognitive responses, attitude-toward-the-ad, brand attitudes, and purchase intentions under low message content involvement. Unexpectedly, net product argument cognitive responses are greater for low message content involvement subjects under distinctive (versus nondistinctive) ad conditions. Under high message content involvement, however, cognitive and affective responses are not affected by distinctive ad conditions, as expected. Alternative explanations and implications for advertising research are discussed.

Comments

Journal of Current Issues & Research in Advertising, Vol. 14, No. 1 (1992): 45-58. DOI.

Recommended Citation

Andrews, J. Craig; Akhter, Syed; Durvasula, Srinivas; and Muehling, Darrel D., "The Effects of Advertising Distinctiveness and Message Content Involvement on Cognitive and Affective Responses to Advertising" (1992). Marketing Faculty Research and Publications. 238.
https://epublications.marquette.edu/market_fac/238