Abstract
A model is proposed of the effect of advertising exposure and trial upon product evaluation from a cognitive response perspective. LISREL VI was utilized to test the hypothetical model under conditions that vary in terms of the degree of advertising content processing involvement. The results reveal that across involvement conditions, different cognitions intervene between disconfirmation and posttrial evaluation. That is, under higher involvement conditions, counterargumentation shows a negative linkage to posttrial evaluation, whereas under relatively lower involvement, support argumentation is directly linked to posttrial evaluation. Moreover, ad exposure proved to be more influential in the formation of product evaluation in the higher involvement condition.
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