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Impact of Ads on Consumer Attitudes

The document discusses how consumers' affective evaluation of advertisements can influence their attitudes toward the advertised brand, with ads they like creating more positive brand attitudes than disliked ads. It also notes that persuasion refers to changes in beliefs, attitudes, and purchase intentions caused by promotional communications like ads, sales promotions, and publicity. Additionally, it briefly introduces the Elaboration Likelihood Model as relating to these persuasion processes.

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5 views2 pages

Impact of Ads on Consumer Attitudes

The document discusses how consumers' affective evaluation of advertisements can influence their attitudes toward the advertised brand, with ads they like creating more positive brand attitudes than disliked ads. It also notes that persuasion refers to changes in beliefs, attitudes, and purchase intentions caused by promotional communications like ads, sales promotions, and publicity. Additionally, it briefly introduces the Elaboration Likelihood Model as relating to these persuasion processes.

Uploaded by

ロル
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Promotion Affect and Cognition

Attitude Toward the Ad

The consumers affective evaluation of the ad itself can influence the ir


attitude toward the advertised product or brand.
The ads that consumers like most probably create more positive brand
attitudes and purchase intentions than ads they dont like.
It may be that ad liking influences attention and comprehension.
Apparently, not all positive attitude toward the ad lead to increased
purchase.

The Persuasion Process

Persuasion refers to changes in belief, attitudes, and behavioral intentions


caused by a promotion communication.
Sales promotion, personal selling, and publicity can also persuade
consumers.
The Elaboration Likelihood Model

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