The Relationship Between Attitude Toward the Ad and Intention: A Quasi-Experimental Analysis

The purpose of this study was to investigate the joint and individual influences of brand usage attitudes and attitudes toward the ad on intention. There appears to be confusion over the theoretical and operational approach that should be applied when investigating the influence of ad attitudes in the consumer decision making process. This study attempted to clarify this confusion. A quasi-experimental design was used to separate the influences of ad attitude from that of brand usage attitude. The critical hypotheses questioned the ability of ad attitudes to mediate intention independent of brand usage attitudes; and the individual patterns of influence between brand usage attitudes and ad attitudes on intention.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Speech Communication

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2015

Author dc:creator

• MacAdams, Elizabeth Ann

Contributors dc:contributor

• Haefner, James E.,

• Business Administration, Marketing
• Mass Communications

Language dc:language

eng

Identifier

(UMI)AAI8908761

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/77307