The Role of Affect in Attitude Formation: A Classical Conditioning Approach

Kim, John; Lim, Jeen‐Su; Bhargava, Mukesh

doi:10.1177/0092070398262005

Cited by 157 publications

(110 citation statements)

References 23 publications

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“…Previous research has demonstrated a strong relationship between ad liking and attitude toward the advertised brand (Brown and Stayman 1992;MacKenzie, Lutz, and Belch 1986;Phelps and Hoy 1996). These effects are explained by affect transfer theory (MacKenzie, Lutz, and Belch 1986), which proposes that a feeling or evaluation induced by one object can be transferred to another object (Kim, Jeen-Su Lim, and Bhargava 1998;Mitchell and Olsen 1981). In this case, a positive evaluation of the advertisement becomes associated with the advertised brand (MacKenzie, Lutz, and Belch 1986;Van Reijmersdal, Smit, and Neijens 2010).…”

Section: Ad Likingmentioning

confidence: 97%

Processes and effects of targeted online advertising among children

Reijmersdal

Rozendaal

Smink³

et al. 2016

International Journal of Advertising

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Section: Ad Likingmentioning

confidence: 97%

Processes and effects of targeted online advertising among children

Reijmersdal

Rozendaal

Smink³

et al. 2016

International Journal of Advertising

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“…According to the affect transfer theory, these positive feelings can be carried over to the situation and other stimuli, i.e. the advertised brand (Kim et al 1998).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

et al. 2014

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Research on the impact of advertising on children has failed to keep pace with the rapidly changing media environment. Using an experimental approach, children's responses towards traditional (television advertisement) versus new, hybrid advertising techniques (trailer, advergame and their combination), and the moderating role of persuasion knowledge are investigated. Results show that children who played an advergame have more difficulty recalling the advertised brand than children who saw a traditional television advertisement. When confronted with integrated marketing communications (a trailer followed by an advergame), children without knowledge of persuasive intent developed a more positive brand attitude than children with persuasion knowledge. The implications of these results are discussed.

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“…Cobranding aims to enhance both brands' equity through affect or association transfers (Kim et al 1996(Kim et al , 1998, because "two brand names may provide greater assurance about product quality than one alone" (Park et al 1996, p.454). However, brand equity transfers occur mainly when an individual brand cannot signal quality by itself (Rao and Ruekert 1994).…”

Section: Brand Equity and Label Equity: Cobranding And The Marginal Lmentioning

confidence: 99%

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

2011

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International audienceAn organic label offers a market signal for producers of organic food products. In Western economies, the label has gained high recognition, but organic food still represents a small part of total food consumption, which raises questions about the label's efficacy. By considering organic labels as a signal of quality for consumers, this article studies how this signal interacts with brand signals when both are visible to consumers, applying a cobranding framework. This research examines the moderating effect of the brand on organic label effects. In a 2 × 2 experimental design using real consumers (N = 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information in terms of perceived product quality varies. In particular, when brand equity is high (low), the organic label appears less (more) effective. However, regardless of the brand equity level, an organic label makes the environmentally friendly attribute salient, which has a positive impact on perceived quality. Pertinent implications for marketing and public policy are discussed

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The Role of Affect in Attitude Formation: A Classical Conditioning Approach

Cited by 157 publications

References 23 publications

Processes and effects of targeted online advertising among children

Processes and effects of targeted online advertising among children

Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

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