Accessibility effects on the relationship between attitude towards the ad and brand choice

被引：0

作者：

Hanson, CB ^{[1
]}

Biehal, GJ ^{[1
]}

机构：

[1] UNIV MARYLAND,COLLEGE PK,MD 20742

来源：

ADVANCES IN CONSUMER RESEARCH, VOL XXII | 1995年 / 22卷

关键词：

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study examines direct and indirect effects of attitude toward the ad (Aad) on brand choice, and the impact of brand information accessibility on the role of Aad in brand choice. The results show no direct effect of Aad on brand choice: the effect of Aad was completely mediated by brand attitude, Consistent with theoretical predictions, ad effects were more dramatic when brand information was less accessible, In fact, when brand information was highly accessible, Aad affected brand attitude but not choice outcomes.

引用

页码：152 / 158

页数：7

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