An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context
研究了广告态度（A Ad）的形成前因，通过实证检验理论模型，为广告实践提供改进依据。
Recent research has identified attitude toward the ad (A Ad ) as an important construct mediating the effects of advertising on brand attitude and purchase intention. To date, however, little attention has been directed toward explaining the origins of A Ad . The authors present the latest version of a theory of A Ad formation, report the results of an empirical test of a portion of that theory, and offer further refinements to the theory based on the observed results. Implications of the findings for advertising practice are discussed.