Message Framing and the Interrelationships among Ad-Based Feelings, Affect, and Cognition

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Abstract
This study presents a structural equation test of the interrelationships among ad-induced emotional and cognitive responses, attitude toward the ad (Aad), brand attitudes (Ab), and purchase intentions (PI). Consistent with past research, feelings affect Ab directly and indirectly via Aad Differences between positively and negatively framed print appeals are also examined. Findings indicate that feelings' effects on Ab offer a significant contribution regardless of the ad execution, but brand-related thoughts are more important in brand attitude formation when the message is negatively framed.