The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations
研究检验了广告态度在广告影响品牌态度和购买意向过程中的四种因果模型，发现双重中介假说（广告态度既直接影响品牌态度，又通过品牌认知间接影响）在商业预测试条件下优于其他模型。
Attitude toward the ad (A ad ) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that A ad influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.