Access the full text.
Sign up today, get DeepDyve free for 14 days.
Sharon Ng, M. Houston (2006)
Exemplars or beliefs? The impact of self-view on the nature and relative influence of brand associationsJournal of Consumer Research, 32
Ann Schlosser (2006)
Learning through Virtual Product Experience: The Role of Imagery on True versus False MemoriesJournal of Consumer Research, 33
J. Rossiter (1982)
Visual Imagery: Applications to AdvertisingACR North American Advances
P. Homer (2006)
RELATIONSHIPS AMONG AD-INDUCED AFFECT, BELIEFS, AND ATTITUDES: Another LookJournal of Advertising, 35
Darryl Miller, Lawrence Marks (1997)
The effects of imagery‐evoking radio advertising strategies on affective responsesPsychology & Marketing, 14
B. Calder, L. Phillips, Alice Tybout (1981)
Designing Research for ApplicationJournal of Consumer Research, 8
J. Edell, Kevin Keller (1989)
The Information Processing of Coordinated Media CampaignsJournal of Marketing Research, 26
J. Kisielius, B. Sternthal (1984)
Detecting and Explaining Vividness Effects in Attitudinal JudgmentsJournal of Marketing Research, 21
Chingching Chang (2008)
Ad framing effects for consumption products: An affect priming processPsychology & Marketing, 25
J. Olson, D. Toy, P. Dover (1982)
Do Cognitive Responses Mediate the Effects of Advertising Content on Cognitive StructureJournal of Consumer Research, 9
J. Rossiter, Larry Percy (1980)
Attitude Change through Visual Imagery in AdvertisingJournal of Advertising, 9
P. Bone, P. Ellen (1992)
The Generation and Consequences of Communication-evoked ImageryJournal of Consumer Research, 19
L. Scott (1994)
Images in Advertising: The Need for a Theory of Visual RhetoricJournal of Consumer Research, 21
D. MacInnis, Bernard Jaworski (1989)
Information Processing from Advertisements: Toward an Integrative FrameworkJournal of Marketing, 53
Keith Coulter, University assistant (2004)
THE EFFECTS OF COGNITIVE RESOURCE REQUIREMENTS, AVAILABILITY, AND ARGUMENT QUALITY ON BRAND ATTITUDES : A Melding of Elaboration Likelihood and Cognitive Resource Matching TheoriesJournal of Advertising, 33
M. Fishbein, S. Middlestadt (1995)
Noncognitive Effects on Attitude Formation and Change: Fact or Artifact?Journal of Consumer Psychology, 4
Deanna Kempf, R. Laczniak, Robert Smith (2006)
The effects of gender on processing advertising and product trial informationMarketing Letters, 17
Keith Coulter (2005)
An examination of qualitative vs. quantitative elaboration likelihood effectsPsychology & Marketing, 22
R. Schindler, M. Holbrook (2003)
Nostalgia for early experience as a determinant of consumer preferencesPsychology & Marketing, 20
Laurie Babin, A. Burns (1997)
Effects of Print Ad Pictures and Copy Containing Instructions to Imagine on Mental Imagery That Mediates AttitudesJournal of Advertising, 26
M. Sujan, J. Bettman, Hans Baumgartner (1993)
Influencing Consumer Judgments Using Autobiographical Memories: A Self-Referencing PerspectiveJournal of Marketing Research, 30
C. Fornell, F. Bookstein (1982)
Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory:Journal of Marketing Research, 19
R. Lutz, Scott MacKenzie, G. Belch (1983)
Attitude Toward the Ad As a Mediator of Advertising Effectiveness: Determinants and ConsequencesACR North American Advances
P. Anand, B. Sternthal
Resource matching as an explanation for message persuasion
K. Braun, Rhiannon Ellis, E. Loftus (2002)
Make my memory: How advertising can change our memories of the pastPsychology & Marketing, 19
J. Rossiter, Larry Percy (1997)
Advertising communications & promotion management
G. Borst, S. Kosslyn (2008)
Visual mental imagery and visual perception: Structural equivalence revealed by scanning processesMemory & Cognition, 36
W. Thompson, S. Kosslyn, Michael Hoffman, K. Kooij (2008)
Inspecting visual mental images: Can people “see” implicit properties as easily in imagery and perception?Memory & Cognition, 36
L. Peracchio, Joan Meyers-Levy (1997)
Evaluating persuasion-enhancing techniques from a resource-matching perspectiveJournal of Consumer Research, 24
B. Calder, B. Sternthal (1980)
Television Commercial Wearout: An Information Processing View:Journal of Marketing Research, 17
Lefa Teng, M. Laroche, Huihuang Zhu (2007)
The effects of multiple‐ads and multiple‐brands on consumer attitude and purchase behaviorJournal of Consumer Marketing, 24
P. Keller, Lauren Block (1997)
Vividness Effects: A Resource-Matching PerspectiveJournal of Consumer Research, 24
Sharon Ng, M. Houston (2009)
Field Dependency and Brand Cognitive StructuresJournal of Marketing Research, 46
A. d’Astous, Jonathan Deschênes (2005)
Consuming in one's mind: An explorationPsychology & Marketing, 22
M. Daneman, P. Carpenter (1980)
Individual differences in working memory and readingJournal of Verbal Learning and Verbal Behavior, 19
Darryl Miller, Lawrence Marks (1992)
Mental Imagery and Sound Effects in Radio CommercialsJournal of Advertising, 21
J. Edell, R. Staelin (1983)
The Information Processing of Pictures in Print AdvertisementsJournal of Consumer Research, 10
D. Kahneman (1973)
Attention and Effort
Jennifer Escalas (2004)
IMAGINE YOURSELF IN THE PRODUCT : Mental Simulation, Narrative Transportation, and PersuasionJournal of Advertising, 33
Keith Coulter, Girish Punj (2007)
Understanding The Role Of Idiosyncratic Thinking In Brand Attitude Formation: The Dual Interference ModelJournal of Advertising, 36
R. Zajonc, H. Markus (1985)
Must All Affect Be Mediated By CognitionJournal of Consumer Research, 12
Ann Schlosser (2003)
Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase IntentionsJournal of Consumer Research, 30
P. Morris, P. Hampson (1983)
Imagery and consciousness
J. Edell, M. Burke (1987)
The Power of Feelings in Understanding Advertising EffectsJournal of Consumer Research, 14
J. Bettman, M. Luce, J. Payne (2006)
The Construction of Preference: Constructive Consumer Choice Processes
P. Bolls, Darrel Muehling (2007)
The Effects of Dual-Task Processing on Consumers' Responses to High- and Low-Imagery Radio AdvertisementsJournal of Advertising, 36
W. Cunningham, W. Anderson, John Murphy (1974)
Are Students Real PeopleThe Journal of Business, 47
M. Just, P. Carpenter (2017)
From the SelectedWorks of Marcel Adam Just 1992 A capacity theory of comprehension : Individual differences in working memory
Purpose – The purpose of this paper is to contribute to research on the cognitive capacity theory. The paper aims to examine the effects of advertising recipients' positive and negative associations, that is their memories and fantasies evoked by the advertising stimulus, on brand attitude for advertisements that require little effort to process; focusing on positively framed advertisements. Design/methodology/approach – This paper suggests a model on the effects of positive and negative association on brand attitude and tests it using partial least square. Advertisements that are easy to process were selected in a pre‐test. Findings – It is shown that if advertisements are easy to process, the effects of consumers' associations depend on their favourableness: positive associations have a positive effect and negative associations have a negative effect on brand attitude. These findings are an extension of knowledge on the effects of associations, because for informational advertisements previous research has demonstrated that associations generally have a negative effect on brand attitude. Practical implications – Results of this study suggest that evoking positive memories and fantasies in the target group enhances the effectiveness of advertisements that require little effort to process. Originality/value – Effects of associations on brand attitude have not been studied for advertisements that require little effort to process. Previous studies have not distinguished positive and negative associations; this study analyses their effects separately.
Asia Pacific Journal of Marketing and Logistics – Emerald Publishing
Published: Oct 2, 2009
Keywords: Advertising; Cognition; Consumer behaviour; Memory; Nostalgia; Brands
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.