Detail Intended and Un - Intended Effects of Corrective Advertising on Beliefs and Evaluations : An Exploratory Analysis   Oleh:  Johar, Gita Venkataramani Jenis: Article from Bulletin/Magazine Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 5 no. 3 (1996), page 209-230. Topik: ANALYSIS; effects; corrective advertising; evaluations Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel This research examined the effects of corrective advertising (advertising that corrects for previously made ad claims found to be deceptive) on brand and advertiser evaluations. Experiment 1 showed that brand evaluations were less favorable after (vs. before) company sponsored corrective advertising when prior evaluations of the advertiser were negative, but not when they were positive. On the other hand, advertiser evaluations were less favorable after corrective advertising when prior evaluations of the advertiser were positive, but not when they were negative. Experiment 2 was designed to examine the mechanisms underlying these effects. Brand beliefs and cognitive responses to the corrective ad were found to mediate the effects of prior advertise evaluations on bran devaluations. Advertiser evaluation were affected by cognitive and affective reponses made to the corrective ad. Implications of these findings are discussed. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

Copyright © 2006, 2007 Unika Atma Jaya, all rights reserved