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Program context antecedents of attitude toward radio commercials

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Abstract

A theoretical model of program context effects on attitude toward the ad (Aad) is developed and tested. Involvement in and liking for a program are shown to exert a positive influence on both claim and nonclaim components of Aad by enhancing commercial-processing motivation. Additional analyses replicate earlier findings that Aad mediates program influence on brand attitude and identify claim strength, appeal of nonclaim factors, and number of exposures as moderators of program effects on Aad.

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Author information

Authors and Affiliations

  1. Ohio State University, USA

    Kenneth R. Lord

  2. the State University of New York, Buffalo

    Kenneth R. Lord & Myung-Soo Lee

  3. Baruch College, City University of New York, USA

    Myung-Soo Lee

  4. Canisius College, USA

    Paul L. Sauer

  5. Ohio State University, USA

    Paul L. Sauer

Authors
  1. Kenneth R. Lord
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  2. Myung-Soo Lee
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  3. Paul L. Sauer
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Additional information

His research has appeared in theJournal of Consumer Research, Journal of Advertising, andJournal of Economic Psychology.

He has published previously in theJournal of Economic Psychology.

He is the author of articles appearing in theJournal of Consumer Research, Journal of International Consumer Marketing, Journal of Direct Marketing, andEDI Forum.

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Lord, K.R., Lee, MS. & Sauer, P.L. Program context antecedents of attitude toward radio commercials. JAMS 22, 3–15 (1994). https://doi.org/10.1177/0092070394221001

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