Organizational Strategies and Communication Model: Do Advertisements Influence Attitude Formation and Change?

Tahseen Anwer Arshi

Abstract


Organizations often find themselves at cross roads while deciding to structure their communication models. This study explores the tensions between cogntive and affective components that are integral to communication models. Advertisements with its potential to influence both affective and cogntive components was found to be influencing consumer attitudes. The multiple regression model explains 53% relationship between attitude formation and advertisement construct.

Full Text:

PDF

References


Armstrong, G. and Kotler, P. (2000). Principles of Marketing. USA: Mc Graw-Hill

Assael, H. (2004). Consumer Behavior: A Strategic Approach. USA: Houghton-Mifflin

Babin, L.A., Burns, A.C., and Biswas, A. (1992). A framework providing direction for research on communications effects of mental imagery-evoking advertising strategies. Journal of Marketing Research, 35, 123-127

Babin, L.A., and Burns, A.C. (1998). A modified scale for the measurement of communication-evoked mental imagery. Psychology and Marketing, 15, 261-78

Blair, M., and Henderson, M. (2000). An Empirical Investigation of Advertising Wear-in and Wear-out. Journal of Advertising Research, 40, 95-100

Bryman, A., and Bell E. (2003). Business Research Methods. London: Oxford University Press

Chia, L. and Tan, Jiuan, S. (2007). Are we measuring Attitude? Understanding media effects on attitude towards advertising. Marketing Theory, 7 pp 353-377

DOI: 10.1177/1470593107083162

Campbell, M.C. and Keller, K.L. (2003). Brand Familiarity and Advertising Repetition Effects. Journal of Consumer Research 40, 22-24

Coyle, J.R., and Thorsen, E. R. (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. Journal of Advertising, 30, 65–78.

Chaudhary, R. and Gopal, R. (2011). Lite marketing: Consumer attitude and market response. Journal of Value Chain management, 5, 2

Coulter et al. (2001). Interpreting consumer perceptions of advertising. Journal of Advertising, 30, 1-21

Coulter, R.A., Zaltman, G., Coulter, K.S. (2003). Interpreting consumer perceptions of advertising: an application of the Zaltman metaphor elicitation technique. Journal of Advertising, 30, 1-21

Cheung, L., Harker, M. and Harker, D. (2007). General by Generational Phase: A Review of Relevant Literature. Foundation for Research and Advertising. www.anza.co.nz/files/anza/FAR%20Consumer%20Attitudes%20toward%20Advertising%20in%20General%20

Oct07.pdf (accessed 8/2/2012).

Debra, H. (2003). Towards effective advertising self-regulation in Australia: The seven components. Journal Marketing Communication, 9, 93-112

Dirk, H., and Jan D. H. (2010). Cognition and Emotion: reviews of current research and theories. France: Lavoissier, SAS

Elliot, S. (2007). Tailoring messages to new Audience: wrinkled baby boomers. New York: New York Times

Escalas, J.E., and Stern, B.B. (2003). Antecedents and consequences of emotional responses to advertising. Advances in Consumer Research, 30, 85-90

Fazio, R. (1990). Multiple processes by which attitudes guide behavior, in Zanna, M. (Eds) Advances in Experimental Social Psychology. Academic Press, 23,75-109

Fisher, C. (2004). Writing Research dissertations for Business Students. London: Prentice Hall

Ferle, C. and Lee, W. (2003). Attitudes towards Advertising. Journal of International Consumer Marketing, 15, 5-23

Foxall, G. R., and Goldsmith, R. E. (1994). Consumer Psychology for Marketing. London: Routledge

Forgas, J. P. (2008). Affect and Cognition. Perspectives on Psychological Science. 3, 94-101

Gallagher, K., Foster, K.D., Parsons, J. (2001). The medium is not the message: advertising effectiveness and content evaluation in print and on the Web. Journal of Advertising Research. 41(4) 57-70

Gordon, W. (2006). What do consumer do emotionally with advertising. Journal of Advertising Research. 2-10

Hair, J. F., and Black, W. C. (2006). Multivariate Data Analysis. New Jersey: Pearson Education

Hoyer, W.D. & Maclnnis D, J. (2008), “Consumer Behavior”, Houghton-Mifflin, USA

Janiszeweski, C., and Noel, H. (2003). A meta analysis of spacing effect in verbal learning: Implications for research in advertising. Journal of Consumer Research. 32 (3)

Kim, S.H., Damhorst, M.L., and Lee, K.H. (2002). Apparel involvement and advertisement processing: A model. Journal of Fashion Marketing and Management. 6, (3) 277-302

Laczniak, R.N., and Teas, K. (2001). An examination of measurement context affects in empirically based advertising research.

Matti, L. and Heikki, K. (2005). Factors. International Journal of Mobile Communications, 3 (3), 1

Marek, S. (2006). The dangers of Mobile Advertising. Wireless Week, 8

Mehta, M. (2000). Advertising attitude and Advertising Effectiveness, Journal of Advertising Research, 67-72

Mehta, A. and Purvis, S.C. (1999). When Attitudes towards advertising in general leads to advertising success, paper presented at Conference of the American Academy of Advertising.

Miller D.W. and Marks, L.J. (1992). Imagery and sound effects in radio commercials. Journal of Advertising. 21(4), 83-93

Moore, E.S., Wilkie, W.L., Lutz, R.J. (2002). Passing the torch: intergenerational influences as a source of brand equity", Journal of Marketing. 66 (2) 17-37

Miller, D.W., and Marks, L.J. (1997). The effects of imagery-evoking radio advertising strategies on affective responses. Psychology and Marketing. 14(4) 337-60

Nordhielm, C.L. (2002). The influence of level processing on advertising repetition effects. Journal of Consumer Research. 18 (2)

Oh, H. and Kwun, J. (2007). Consumers’ evaluation of brand portfolios. International Journal of Hospitality Management. 26, (1) 81-97

Paul, P.J., and Olson, J.C. (2008). Consumer Behavior and Marketing Strategy. USA: McGraw-hill

Pallant, J. (2005). SPSS Survival Manual. (3rd edition). USA: Open University Press

Petty, R. E., and Fabrigar, L. R. (1999). The role of affective and cognitive bases of attitude in susceptibility to affectively and cognitively based persuasion. Personality and Social Psychology Bulletin. 25, 363-381

Pechmann et al. (2005). Impulsive and self-conscious: adolescents’ vulnerability to advertising and promotion. Journal of Public Policy and Marketing. 24 (2), 202-221

Saffu, K. Walker, J. (2006). The Country-of-Origin Effect and Consumer Attitudes to “Buy Local” Campaign. Journal of African Business. 7, (1-2) 183-199

Singh et al. (2003). Cross cultural consumer socialization: an exploratory study of socialization across three ethnic groups. Psychology and Marketing. 20 (10), 867-881

Strong, C., and Barwise, P. (2008). Permission based mobile adverting. Journal of Interactive Marketing. 16 (1),14-24

Supphellen, M. (2000). Understanding core brand equity: guidelines for in-depth elicitation of brand associations. International Journal of Market Research. 3 (3), 319-38

Solmon, M. R. (2006). Consumer Behavior: Buying Having and Being. USA: Prentice Hall

Tabachnik, B.G., and Fidell, L.S. (2007). Using Multivariate Statistics, London: Pearson International Education

Unnava, H.R. and Burnkrant, R.E., (1991) “An imagery processing view of the role of pictures in print advertisements”, Journal of Marketing Research, Vol. 28, 226-31

Vlasic, V., and Kesic, T. (2007). Analysis of consumer’s attitude towards interactivity and relationship personalization as contemporary developments in interactive marketing communication. Journal of Marketing Communications. 13 (2)

Waller et al. (20005). Advertising of controversial products: a cross cultural study. Journal of consumer marketing. 22 (1), 6-13

Wang et al. (2003). Understanding consumer attitudes towards advertising. Eighth American Conference on Information Systems. 1143-1148

Weilbacher, M. (2003). How advertising affect consumers. Journal of Advertising Research. 42 (5)

Yamane, T. (1967). Statistics, an Introductory Analysis. (2nd Ed). New York: Harper and Row




DOI: http://dx.doi.org/10.5296/jmr.v4i4.2411

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

To make sure that you can receive messages from us, please add the 'macrothink.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.

Copyright © Macrothink Institute ISSN 1941-899X

'Macrothink Institute' is a trademark of Macrothink Institute, Inc.