How does motivation moderate the impact of central and peripheral processing on brand attitudes and intentions?

Article Abstract:

This study examined how motivation moderates the impact of central and peripheral processing on the formation of brand attitudes and purchase intentions in an advertising pretest setting. The results indicate that increasing motivation to evaluate an advertised brand through the manipulation of consumer processing goals (1) increases the impact of central brand processing on brand attitudes and decreases the impact of a peripheral cue on brand attitudes, primarily by influencing the strengths of the relations among these constructs rather than by influencing their mean levels, (2) has no effect on the impact of the peripheral cue on brand conditions, and (3) increases the impact of brand attitudes on purchase intentions by strengthening the attitude-intention relation and by increasing brand attitudes directly. The theoretical and practical implications of these findings are discussed. (Reprinted by permission of the publisher.)

Research, Motivation (Psychology)

---

Measuring emotions in the consumption experience

Article Abstract:

Although consumption-related emotions have been studied with increasing frequency in consumer behavior, issues concerning the appropriate way to measure these emotions remain unresolved. This article reviews the emotion measures currently used in consumer research and the theories on which they are based; it concludes that the existing measures are unsuited for the purpose of measuring consumption-related emotions. The article describes six empirical studies that assess the domain of consumption-related emotions, that identify an appropriate set of consumption emotion descriptors (the CES), and that compare the usefulness of this descriptor set with the usefulness of other measures in assessing consumption-related emotions. (Reprinted by permission of the publisher.)

Measurement, Emotions

---

Writing with pictures: toward a unifying theory of consumer response to images

Article Abstract:

Three studies were conducted to examine consumers' response to images. Consumers have the ability to read brand information in advertising images, and for this purpose images are sometimes more effective than written words. Pictures are more than a mere environmental analog or sensory stimulus.

United Kingdom, Consumer Behavior, Influence, Consumer behaviour, Pictures, Image advertising, Report

Similar abstracts:

• Abstracts: An experimental test of the impact of drug-testing programs on potential job applicants' attitudes and intentions
• Abstracts: Traffic congestion, perceived control, and psychophysiological stress among urban bus drivers
• Abstracts: The discounting of discounts and promotion thresholds. An investigation into the social context of early adoption behavior
• Abstracts: Supraorganizational collaboration: the Canadian environmental experiment. Boundary relations and teacher engagement in high school
• Abstracts: Silence is the voice of complicity. Many voices, one world. The invisible bridge: child sexual abuse and the risk of HIV infection in adulthood

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.