Consumer involvement as a covariant effect in rethinking the affective-cognitive relationship in advertising effectiveness
Abstract
The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable (younger/digital vs. older/traditional). With a sample of n = 307 consumers, a structural statistical path model is implemented to empirically test the hypotheses. It is found that involvement has an effect on attitude towards the ad and on ad cognition. Thus, it is established that the ad cognition variable, rather than attitude towards the ad, has a strong statistical effect on behavioural intentions. The model suggests that the level of the consumer’s attention to the ad depends on her/his degree of involvement with the product. Also, the evidence tends to indicate that the cognitive process through which the consumer builds purchase intentions is similar in both communication channels irrespective of age difference.
Keyword : advertising effectiveness, behavioural intentions, consumer involvement, attitude towards the ad, advertising cognition
How to Cite
Vera, J., & Espinosa, M. (2019). Consumer involvement as a covariant effect in rethinking the affective-cognitive relationship in advertising effectiveness. Journal of Business Economics and Management, 20(2), 208-224. https://doi.org/10.3846/jbem.2019.8099
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Dimitrov, D. M. (2010). Testing for factorial invariance in the context of construct validation. Measurement and Evaluation in Counseling and Development, 43(2), 121-149. https://doi.org/10.1177/0748175610373459
Draganska, M., Hartmann, W. R., & Stanglein, G. (2014). Internet versus television advertising: A brand-building comparison. Journal of Marketing Research, 51(5), 578-590. https://doi.org/10.1509/jmr.13.0124
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Eisend, M., & Tarrahi, F. (2016). The effectiveness of advertising: A meta-meta-analysis of advertising inputs and outcomes. Journal of Advertising, 45(4), 519-531. https://doi.org/10.1080/00913367.2016.1185981
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Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modelling: a Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
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Izquierdo-Yusta, A., Olarte-Pascual, C., & Reinares-Lara, E. (2015). Attitudes toward mobile advertising among users versus non-users of the mobile internet. Telematics and Informatics, 32(2), 355-366. https://doi.org/10.1016/j.tele.2014.10.001
Kerr, G., Schultz, D. E., Kitchen, P. J., Mulhern, F. J., & Beede, P. (2015). Does traditional advertising theory apply to the digital world?: a replication analysis questions the relevance of the elaboration likelihood model. Journal of Advertising Research, 55(4), 390-400. https://doi.org/10.2501/JAR-2015-001
Ketelaar, P. E., Bernritter, S. F., van’t Riet, J., Hühn, A. E., van Woudenberg, T. J., Müller, B. C., & Janssen, L. (2017). Disentangling location-based advertising: the effects of location congruency and medium type on consumers’ ad attention and brand choice. International Journal of Advertising, 36(2), 356-367. https://doi.org/10.1080/02650487.2015.1093810
Kim, J., & McMillan, S. (2008). Evaluation of internet advertising research: a bibliometric analysis of citations from key sources. Journal of Advertising, 37(1), 99-112. https://doi.org/10.2753/JOA0091-3367370108
Krugman, H. E. (1965). The impact of television advertising: learning without involvement. Public Opinion Quarterly, 29(3), 349-356. https://doi.org/10.1086/267335
Labay, D. G., & Kinnear, T. C. (1981). Exploring the consumer decision process in the adoption of solar energy systems. Journal of Consumer Research, 8(3), 271-278. https://doi.org/10.1086/208865
Laurent, G., & Kapferer, J. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53. https://doi.org/10.2307/3151549
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62. https://doi.org/10.2307/1248516
Lutz, R., Mackenzie, S., & Belch, G. (1983). Attitude toward the ad as a mediator of advertising effectiveness: determinants and consequences. Advances in Consumer Research, 10(1), 532-539.
Lutz, R. (1985). Affective and cognitive antecedents of attitude toward the ad: a conceptual framework. In L. Alwitt & A. Mitchell (Eds.), Psychological processes and advertising effects (pp. 45-63). Hillsdale: Erlbaumn.
Maclnnis, D., & Jaworski, B. (1989). Information processing from advertisements: toward an integrative framework. Journal of Marketing, 53(4), 1-23. https://doi.org/10.2307/1251376
MacKenzie, S., Lutz, R., & Belch, G. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations. Journal of Marketing Research, 23(2), 130-143. https://doi.org/10.2307/3151660
Maity, M., & Gupta, S. (2016). Mediating effect of loyalty program membership on the relationship between advertising effectiveness and brand loyalty. Journal of Marketing Theory and Practice, 24(4), 462-481. https://doi.org/10.1080/10696679.2016.1205450
Martin, B., Lang, B., Wong, S., & Martin, B. (2003). Conclusion explicitness in advertising: the moderating role of need for cognition and argument quality on persuasion. Journal of Advertising, 32(4), 57-66. https://doi.org/10.1080/00913367.2003.10639148
McAlister, L., Srinivasan, R., Jindal, N., & Cannella, A. (2016). Advertising effectiveness: the moderating effect of firm strategy. Journal of Marketing Research, 53(2), 207-224. https://doi.org/10.1509/jmr.13.0285
McKay-Nesbitt, J., Manchanda, R., Smith, M., & Huhmann, B. (2011). Effects of age, need for cognition, and affective intensity on advertising effectiveness. Journal of Business Research, 64(1), 12-17. https://doi.org/10.1016/j.jbusres.2009.09.013
Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67-72. https://doi.org/10.2501/JAR-40-3-67-72
Mitchell, A., & Olson, J. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332. https://doi.org/10.2307/3150973
Nagelkerke, N. (1991). A note on a general definition of the coefficient of determination. Biometrika, 78(3), 691-692. https://doi.org/10.1093/biomet/78.3.691
Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill Ed.
Petty, R., & Cacioppo, J. (1979). Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of Personality and Social Psychology, 37(10), 1915-1926. https://doi.org/10.1037/0022-3514.37.10.1915
Petty, R., Cacioppo, J., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: the moderating role of involvement. Journal of Consumer Research, 10(2), 135-146. https://doi.org/10.1086/208954
Porter, T., Swerdlow, R., & Staples, W. (1979). Who uses bank debit cards? Business Horizons, 22(1), 75-83. https://doi.org/10.1016/0007-6813(79)90111-3
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