Does Attitude toward the Ad Affect Brand Attitude under a Brand Evaluation Set?
实验发现，无论消费者是否被要求评价品牌，对广告的态度都会同样影响他们对品牌的态度。
The results of an experiment examining the use of attitude toward the ad and brand-related beliefs in brand attitude formation under two different processing “sets”—brand evaluation and nonbrand evaluation—are reported. Findings suggest that attitude toward the advertisement affects attitude toward the advertised brand as much under a brand evaluation set as under a nonbrand evaluation set.