Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?
研究检验了费希宾态度理论中信念作为唯一中介的命题，发现除产品属性信念外，广告态度也中介了品牌态度和购买意向。
Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The validity of this proposition for consumers’ beliefs about product attributes and brand attitudes was exmained in the context of an advertising effects study. To manipulate product attribute beliefs and to create settings in which other mediation processes might occur, the authors exposed subjects to simple advertisements that contained either a verbal claim or visual information. Level of repetition also was varied. As expected, product attribute beliefs mediated attitude formation. However, another variable, termed attitude toward the advertisement, also mediated brand attitudes and purchase intentions. The authors discuss alternative explanations for the results and offer suggestions for future research.