The Aad-Ab-PI relationship in children: The impact of brand familiarity and measurement timing

Abstract

Given the explosion of research in the past decade that has examined the Aad‐Ab‐PI relationship using adult subjects, one would expect to see an almost parallel stream of research involving children. However, as is evident in Brown and Stayman's (1992) meta‐analysis of the literature, no studies investigating this area have used children as the sample. This study provides an initial exploration into the Aad‐Ab‐PI relationship in children with specific focus given to the impact of brand familiarity and measurement timing while controlling for prior brand attitudes. Forty‐three third graders and sixty‐eight sixth graders participated in a 2 × 2 factorial experiment that manipulated brand familiarity (familiar vs. unfamiliar) and measurement timing (immediate vs. delayed). Similar to the results using adult subjects, the children's Aad measures significantly affected Ab for both familiar and unfamiliar brands, even after controlling for prior brand attitude. However, contrary to adult responses, the children's Aad had a significant, albeit modest, impact on their PI responses. Based on these results, the paper offers implications for marketers and public policy makers and questions for future research. © 1996 John Wiley & Sons, Inc.

The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

“…PI also indicates how likely it is that the individual would purchase a product (Phelps & Hoy, 1996). Many previous studies have used (PI) as a dependent variable Yi, 1990;Saliagas, & William, 1987;Machleit & Wilson, 1988).…”

“…The advertising effect models can be found in studies such as Goldsmith et al (1999;2000;2001; and Shimp and Gresham (1985). Attitude toward brand (Ab) is defined as a predisposition to respond in a favourable or unfavourable manner to a particular brand after the advertising stimulus has been shown to the individual (Phelps and Hoy, 1996). Previous studies indicated that (Aad) and (Ab) are not considered as one variable as they are different from each other, and had been used as separated variables (e.g.…”

“…However, there can also be an indirect relationship between (Aad) and (PI) through (Ab), as will appear when the consumer develops a positive (Aad) which leads him or her to form (Ab) before starting to build a positive (PI) Mackenzie, Lutz & Belch, 1986;Brown & Stayman, 1992;Yoon et al, 1998). Phelps & Hoy (1996) in their study found out there is a significant effect of (Aad) on (PI) for both familiar and unfamiliar brands. Saliagas & William (1987), in their study, found out that (Aad) had an effect on (PI).…”

“…In addition, Homer (1990) also found out that (Aad) had an effect on (PI). As for association between (Ab) and (PI), many studies found that (Ab) to have a positive and significant effect on (PI) (Mitchell & Olson, 1981;Batra & Ray, 1986;Phelps & Hoy, 1996). For example, Shimp's (1986) study found out a strong relationship between (Ab) and (PI).…”

“…Attitude toward brand (Ab) is a "predisposition to respond in a favorable or unfavorable manner to a particular brand after the advertising stimulus has been shown to the individual" (Phelps & Hoy, 1996). (Ab) has been found to play an important role in affecting the consumer's purchase intention Yi, 1990).…”