The second essay of my dissertation examines how important consumer characteristics (receiver factors), such as prior brand attitude and product category involvement, impact consumers' moment-to-moment affective responses to advertisements. I also examine how these consumer characteristics moderate the relationship between consumers' affect traces and important downstream variables such as attitude toward the ad, attitude toward the brand and likelihood to purchase the product. I demonstrate that consumers form biased evaluations based on their prior brand attitude and category involvement and illustrate how advertisers can reduce these biases resulting in greater attitude change in consumers less positively predisposed to the product.Pre Exposure Measures Scale 23 Ad Sample Standard Standard 30 Ad Sample Standard Standard Mean Mean Attitude Toward Brand: How do you currently feel about Brand X? 1 = I feel extremely bad about this brand... 5 = I feel extremelyanbsp;...
|Title||:||Using Principal Components Analysis to Understand Consumers' Moment-to-moment Affect Traces and Their Influence on Ad and Brand Attitudes|
|Author||:||Jennifer Lee Young|
|Publisher||:||ProQuest - 2008|