The Cognitive Processes Mediating Acceptance of Advertising
Open Access
- 1 February 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 10 (1) , 53-62
- https://doi.org/10.1177/002224377301000108
Abstract
The process of advertising influence is modeled in terms of an array of cognitive responses to the message, and a methodology for directly measuring these mediators is introduced. Research indicates that these variables are important mediators of attitudinal message acceptance, and that their relative weighting is affected by message modality and receiver involvement.Keywords
This publication has 7 references indexed in Scilit:
- Attitudes and OpinionsAnnual Review of Psychology, 1972
- Distraction increases yielding to propaganda by inhibiting counterarguing.Journal of Personality and Social Psychology, 1970
- Cognitive Learning, Cognitive Response to Persuasion, and Attitude ChangePublished by Elsevier ,1968
- On resistance to persuasive communications.The Journal of Abnormal and Social Psychology, 1964
- Some Contemporary ApproachesAdvances in Experimental Social Psychology, 1964
- Statistical principles in experimental design.Published by American Psychological Association (APA) ,1962
- Attitude Change as a Function of Response RestrictionHuman Relations, 1953