Darrel D. Muehling

An Investigation of Factors Underlying Attitude-Toward-Advertising-in-General

Abstract Given the increased interest in, and practical importance of, the Attitude-toward-the-ad construct, it is imperative to examine more closely the antecedent factors that may influence/shape these ad-specific attitudes. This study investigated one antecedent that has been proposed in the literature: Attitude-toward-advertising-in-general. The results of an empirical study utilizing traditional attitude and belief items and a thought-elicitation exercise, support the notion that attitudes toward advertising are multi-dimensional, consisting of attitudes toward the institution as well as toward the instruments used by advertisers. The inclusion of valenced thought indices provided additional explanation of global attitudes toward advertising. Though some beliefs were found to influence attitudes, several often-cited beliefs (criticisms/ concerns) about advertising were not influential.

The Impact of Comparative Advertising on Levels of Message Involvement

Abstract This study examines the notion that comparative ads containing direct references to a well-known competitor are inherently more “involving” than noncomparative ads. Utilizing an information-processing perspective, findings indicate that the comparative format elicits higher levels of message involvement/processing activity than the noncomparative format. In addition to perceiving the comparative message as being more relevant, subjects viewing that format paid more attention to, elaborated on, and were able to recall more message points than did subjects exposed to a similar, though noncomparative, ad.

THE POWER OF REFLECTION: An Empirical Examination of Nostalgia Advertising Effects

Despite its popularity as a desired response to advertisements, nostalgia--an individuals yearning for an idealized past--has received surprisingly little academic research attention in the advertising literature. The current study was designed to address this void by exploring thoughts and attitudinal responses of consumers exposed to nostalgic (versus non-nostalgic) advertisements. The results of our investigation suggest that nostalgic cues in advertising do indeed influence the type of thoughts consumers have during ad exposure, and that these thought processes appear to have an influence on attitudes toward the advertisement and advertised brand. Theoretical and practical implications of the findings are discussed.

Manipulating Message Involvement in Advertising Research

Abstract Given the influential role involvement plays in advertising processing, it is important that researchers planning to manipulate the construct take great care in developing their manipulations and manipulation checks. This study discusses a procedure, adapted from Churchills (1979) paradigm for developing better measures of marketing constructs, that may be useful in constructing manipulations of advertising (message) involvement. A manipulation and accompanying manipulation checks are offered as examples of instructions/items satisfactorily meeting reliability and validity requirements. The study draws attention to the importance of developing valid manipulations of involvement when conducting advertising research.

Attitude toward the Ad: A Review

Abstract During the past decade, one topic, perhaps more than any other, has been the focus of considerable research attention in the marketing/advertising literature. That topic is attitude toward the ad (Aad). In recent years, it seems as though nearly every issue of the major marketing and advertising journals contains at least one article that has Aad as its primary focus, or at a minimum, has incorporated a measure of the construct for purposes of investigating Aads role in ad processing. A current count of published Aad-related articles puts the number well over 100. Clearly, attitude toward the ad has captured the attention of marketing/advertising researchers. With such an emphasis on Aad, it seems appropriate at this point in time to assess our current understanding of the topic, and, as a natural extension, to propose an agenda for future research efforts.

The Relationship between Experimental Manipulations and Tests of Theory in an Advertising Message Involvement Context

Abstract Advertising message involvement (AMI) has been identified as an important individual/situational factor influencing advertising processing. In order to isolate and examine various theoretical relationships, researchers often experimentally manipulate AMI. In this study, several manipulations of the construct were tested for their ability to place individuals into high- and low-involvement groups. The results of the analyses indicated that modifications in manipulation instructions may alter the pattern of results obtained on manipulation-and confounding-check measures. The findings also suggest that relationships between theoretical constructs may be dependent upon the involvement manipulation utilized. The study is intended to demonstrate the delicate balance/relationship between methodological rigor and theoretical development/advancement.

The Moderating Effects of Ad Message Involvement: A Reassessment

Recent conceptual and empirical work by MacKenzie and Lutz has provided an organizing framework for understanding the brand attitude formation process under varying involvement conditions. The present study extends this research effort by more closely examining the moderating effects of ad message involvement (AMI) in the context of the dual mode persuasion (DMP) and contextual evaluation transfer (CET) models. Utilizing a non-manipulated treatment of involvement and an alternative measure of brand perceptions, structural relationships among key constructs in both models were well-supported, even relationships hypothesized but not previously supported by MacKenzie and Lutz.

Comparative Advertising: The Influence of Attitude-toward-the-Ad on Brand Evaluation

Abstract Although it has been documented that attitudes toward ads (AAd) often have a direct influence on brand attitudes, no such investigation has been undertaken in the context of comparative advertising, where multiple brands are referenced and displayed. In such situations, it is unclear whether the competitive (referred-to) brand may also be affected by AAd. Results of an empirical study indicate that the transfer of affect from ads to brands occurs almost exclusively for the sponsoring brand. AAd has no measurable effect on attitudes toward the competitive brand.

Defining, Operationalizing, and Using Involvement in Advertising Research: A Review

Abstract This paper provides a comprehensive review of the involvement literature as it pertains to advertising research. In addition to reviewing the various means by which involvement has been conceptualized, operationalized, and incorporated in past marketing/advertising studies, a synthesis of the findings and directions for future research are offered.

Verbal and Visual References to Competition in Comparative Advertising

Abstract This experimental study contrasts effects of noncomparative and comparative print advertising formats. It employs multiple indicators of advertising response and a wide range of covariates. The focus is on differences in cognitive, affective and behavioral reactions to noncomparative versus comparative formats with alternative verbal and/or visual references to the competition. Results indicate that while comparative ads with well-known, established brands are not inherently confusing, (dis)advantages of different formats depend on an advertisers objectives.