ATTITUDE TOWARD THE AD AND BRAND CHOICE

This study examines how attitude toward the ad, Aad, affects brand choice. We investigate the applicability of two contrasting perspectives-an independent or direct effects model and a mediated or indirect effects model. In a lab setting we manipulate (1) a brand's ad picture (good/bad) to affect its Aad and (2) when subjects give their Aad ratings (before/after choice). Choice is operationalized as selecting the best brand based on information contained in a set of ads. The results support the presence of an independent effect of Aad on brand choice. There were no significant timing effects, which suggests that subjects formed Aad during choice without prompting. Directions for future research and implications for advertisers are discussed.