Abstract
This study examines brand attitude formation process by ad execution format (emotional vs. informational). For ads with an emotional ad format, heightening positive feelings and reducing negative feelings enhanced thoughts about credibility of the ad, which in turn affected ad attitudes and brand attitudes. For ads with an informational ad format, enhancing evaluative thoughts about the credibility of the ad enhanced positive feelings and reduced negative feelings. These variables in turn affected brand attitudes, both directly, and through the mediational influence of ad. These results have relevant theoretical implications for studying the various processes by which brand attitudes are formed and have managerially relevant implications regarding advertising copy-testing.
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