Journal of Consumer Research 1988

Are all the Effects of Ad-Induced Feelings Mediated by A$_ad$?

Douglas M. Stayman; David A. Aaker

Abstract

Conditions under which attitudes toward the ad may not completely mediate the effect of feeling responses on persuasive communications are examined. The results suggest that for at least some types of ad executions, particularly those at relatively low exposure levels, ad attitudes did not mediate all of the effect of feeling response.

DOI

10.1086/209173

Sources

openalex

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓