How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions
Bibliographic Data
| ID | 3013603 |
|---|---|
| Authors | Scott B Mackenzie, Scott Mackenzie, Richard A Spreng |
| Year | 1992 |
| Volume | 18 |
| Issue | 4 |
| Pages | 519 |
| Publication date | 1992-03-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/209278 |
| OpenAlex | W2074394478 |
| Language | EN |
| Citations received | 28 |
| References cited | 17 |
This study examined how motivation moderates the impact of central and peripheral processing on the formation of brand attitudes and purchase intentions in an advertising pretest setting. The results indicate that increasing motivation to evaluate an advertised brand through the manipulation of consumer processing goals (1) increases the impact of central brand processing on brand attitudes and decreases the impact of a peripheral cue on brand attitudes, primarily by influencing the strengths of the relations among these constructs rather than by influencing their mean levels, (2) has no effect on the impact of the peripheral cue on brand cognitions, and (3) increases the impact of brand attitudes on purchase intentions by strengthening the attitude-intention relation and by increasing brand attitudes directly. The theoretical and practical implications of these findings are discussed
Advertising · Brand awareness · Business · Cognition · Behavioral Health and Interventions · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Marketing · Psychology · Social Psychology
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Distinctively Different
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Levels of processing
A Reliability Coefficient for Maximum Likelihood Factor Analysis
Field dependence and attitude change
Effects of the use of introductory rhetorical questions versus statements on information processing
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Significance tests and goodness of fit in the analysis of covariance structures
Personal involvement as a determinant of argument-based persuasion
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Central and Peripheral Routes to Advertising Effectiveness
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| Unique citing works | 28 |
|---|---|
| Citations per year | 0,85 |
| Citation span | 1993 - 2025 (33) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 24 |