Abstract

Abstract Experimental results indicate that persuasive effects of commercials with alternative claim strategies depend on receivers' product involvement, commitment and familiarity. When objective and subjective claims are used, positive brand beliefs and evaluations (Σbiei) are directly related to receiver involvement and commitment, but not familiarity. Effects of product involvement and commitment on attitude are mediated by (Σbiei). When only subjective claims are used, (Σbiei) is directly related to product involvement, but not commitment OT familiarity. In contrast, attitudes are directly linked to familiarity and product involvement and inversely related to commitment. In each case, predispositions indirectly impact purchase intention.