Attitude toward the Ad: Its Influence in a Social Marketing Context

Abstract

The testing of the MacKenzie, Lutz, and Belch models (1986) of the relationships among Aad, brand cognitions (COGb or t), attitudes (AFFb or t), and intentions (INTb or t) was extended to the nontraditional context of social advertising compared to consumer goods advertising and for low compared to highly involving topics (or products). The results indicate that Aad not only has a direct influence on AFFb or t, but also had an indirect influence via COGb or t within both a social context and a consumer goods context, either for low or highly involving topics or products. The impact of AFFb or t on AFFad is not significant in any of the 4 conditions. Implications for social marketing are given.