п»їJOURNAL ARTICLE 1
Reason for study
The purpose of the study was to generate attitudes toward a brand by using time-honored conditioning types of procedures and look at whether or not trained attitudes persist over time
What others possess investigated and Gap in literature
a. Researchers include expressed concern that measurements of advertising and marketing effectiveness considered immediately after direct exposure may absence generalizability to actual advertising contexts (Haugtvedt 1989) and could overestimate the effect of marketing on the development of brand behaviour (Laczniak and Muehling 1990).
b. Experts have begun to examine advertising's ability to effect attitudes as time passes. However , research of the long lasting effects of marketing have advised that perceptions do not actually remain consistent, and researchers have reported counter user-friendly and relatively conflicting benefits (Cook and Flay 1978.
c. Moore and Hutchinson (1983) identified that only great attitudes toward the advertising affected company attitudes immediately after ad coverage and after a two-day hold off. However , after having a seven-day delay, both positive and bad attitudes toward the ad affected manufacturer attitudes. In a second analyze, Moore and Hutchinson (1985) replicated the findings of their first examine (though with weak results) and also found that frame of mind toward similar decayed after some time, but manufacturer awareness improved (Moore and Hutchinson 1985).
d. Within a study of attitude alter over time, Mitchell (1983) showed subjects affectively positive and negative photographs embedded in advertisements for four brands (different item categories). A pen and facial tissues were paired with positive pictures, whereas the toothpaste and deodorant were paired with adverse pictures. Subjects were asked to evaluate the brands the two immediately after coverage and after a two-week wait. The outcomes indicate that attitudes toward the brands paired with the negative images were fewer favorable than attitudes toward...