skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

How subjective processing fluency predicts attitudes toward visual advertisements and purchase intention

The Journal of consumer marketing, 2015-09, Vol.32 (6), p.432-440 [Peer Reviewed Journal]

Emerald Group Publishing Limited ;Emerald Group Publishing Limited 2015 ;ISSN: 0736-3761 ;EISSN: 2052-1200 ;DOI: 10.1108/JCM-10-2014-1187

Full text available

Citations Cited by
  • Title:
    How subjective processing fluency predicts attitudes toward visual advertisements and purchase intention
  • Author: Storme, Martin ; Myszkowski, Nils ; Davila, Andres ; Bournois, Frank
  • Subjects: Advertising ; Attitudes ; Business schools ; Consumer attitudes ; Investigations ; Market research/consumer behaviour ; Marketing ; Metacognition ; Semantics ; Studies ; Television advertising ; Theory
  • Is Part Of: The Journal of consumer marketing, 2015-09, Vol.32 (6), p.432-440
  • Description: Purpose – This paper aims to investigate the role of attention, processing motivation and processing depth in the relationship between self-reported subjective processing fluency and relevant advertisement variables such as ad attitude, brand attitude and purchase intentions. Design/methodology/approach – Two empirical studies were conducted using self-report questionnaires. Findings – In Study 1 (N = 176), the measure of self-reported subjective processing fluency was pretested. As expected, it was found to be sensitive to visual and semantic features of advertisements and to predict attitudes toward an advertisement. In Study 2 (N = 204), mediation analyses showed that self-reported subjective processing fluency was a predictor of attitude toward the advertisement (through attention and processing depth), attitude toward the brand (through processing depth) and purchase intentions (through processing depth). Research limitations/implications – The results emphasize the role of cognitive processing in explaining the effect of processing fluency on attitudes in marketing research. Practical implications – Practitioners could use this theoretical framework and take into account the fluency with which consumers process information to improve the way they advertise their products. Originality/value – The results suggest that self-reported subjective processing fluency can be relevant to predicting consumers’ attitudes because it increases attention and processing depth of the advertisement.
  • Publisher: Santa Barbara: Emerald Group Publishing Limited
  • Language: English
  • Identifier: ISSN: 0736-3761
    EISSN: 2052-1200
    DOI: 10.1108/JCM-10-2014-1187
  • Source: ProQuest One Psychology
    ProQuest Central
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait