Attitude toward Brand: An Integrative Look at Mediators and Moderators
Attitude toward Brand: An Integrative Look at Mediators and Moderators
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对品牌的态度：对调解者和调节者的综合审视
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发表时间：
2012
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通讯作者：
SeyedAlireza Mirbagheri
中科院分区：
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作者：
Manoochehr Najmi;Y. Atefi;SeyedAlireza Mirbagheri
摘要广告对品牌态度的影响是营销学研究者关注的一个重要问题。然而，关于品牌态度的文献是如此广泛，研究人员关注的领域是如此分散，以至于所涉及的认知和情感元素和过程往往被孤立地研究，忽视了这些变量的联合影响，导致文献脱节。本文沿着一个关于品牌态度的决定因素和调节因素的整合模型，并对品牌态度的形成和变化进行了简要的文献综述。该模型的主要特点是：1）全面讨论品牌态度的前因和调节因素，包括新的和传统的观点，2）在模型中纳入情感，3）区分积极和消极情感及其对态度的不同影响路径，4）认识到品牌熟悉度的作用，特别是在调节情感对品牌态度的影响方面，5）包含不相关的想法及其在认知中的作用，6）对认知能力理论的更新讨论及其对模型的影响，7）区分信息广告和情感广告在品牌态度形成中的作用。研究广告刺激消费者购买特定品牌的过程一直是营销研究人员感兴趣的领域（麦肯齐，Lutz和Belch，1986）。这样一来，态度这个社会心理学家关注的焦点也成为了消费者研究的基石。在这一领域的大多数研究中，态度作为因变量，不同广告的影响，他们的重复，以及其他因素对态度的形成和变化进行了研究（伯杰和米切尔，1989年）。在消费者行为还是一个新兴的知识体系的年代，态度的认知视角是占主导地位的观点，这在很大程度上要归功于Fishbein的理论和多属性模型（例如Fishbein，1963）。然而，Mitchell和Olson（1981）以及其他人（如Zajonc，1980; Shimp，1981）的开创性工作引发了一股新的研究潮流，其中探索了说服的替代路径。有影响力的埃克塞特·李克维模型（Ehrman Likestival Model，Petty，Cacioppo，& Schumann，1983）以及Lutz，MacKenzie，Lutz，and Belch（1983）、MacKenzie，Lutz，and Belch（1986）、麦肯齐and Lutz（1989）的一系列研究进一步扩展了我们对态度形成和改变的认识，使之包括了周边路径，特别是通过对广告的态度。虽然一些研究进行了探讨这种新的结构的性质（例如格雷欣和Shimp，1985），广告对态度的纯粹情感影响也浮出水面（Batra和Ray，1986; Edell和Burke，1987）。然而，态度研究者集中在选定的领域发展，现在大量的态度文献在不同的，甚至是脱节的方向。沿着整合的需要，当前的理论包括一些结构之间的关系，这些结构不能有效地解释效应的性质或忽视调节变量的作用。论证质量，例如，已经注意到在许多研究（例如佩蒂，Cacioppo，舒曼，1983年;主，李，Sauer，1995年）在其对品牌态度的直接影响方面，然而，品牌认知的中介作用没有得到值得关注。无关的思想对Arg-Cb关系的调节作用和认知资源的可用性在调节这种关系中的重要性也不太突出。我们的研究旨在提供一个整合的框架，包括在广告效果领域的品牌态度的认知和情感的决定因素。这个框架还包括不同的过程和结构，成为激活的结果，情感与信息的广告，在以前的研究中被忽视的比较。…
ABSTRACT Exploring the effects of advertisement on attitude toward a brand has been a major concern to marketing scholars for decades. However, the literature on brand attitudes is so broad and the areas of focus of researchers are so fragmented that cognitive and affective elements and processes involved are often studied in isolation, neglecting the joint effects of these variables and resulting in a disconnected literature. In this paper, an integrative model of determinants and moderators of attitude toward the brand is provided along with a brief literature review of its formation and change. Key features of the model are: 1) comprehensive discussions on antecedents and moderators of brand attitude including new and traditional viewpoints, 2) inclusion of affect in the model, 3) distinction between positive and negative affect and their different paths of influence on attitude, 4) recognition of the role of brand familiarity especially in moderating affective impacts on brand attitude, 5) inclusion of irrelevant thoughts and their role on cognitions, 6) a more updated discussion of cognitive capacity theory and its implications on the model, and 7) distinction between informational ads and emotional ads in the formation of attitude toward the brand. INTRODUCTION Delving into the processes through which advertising efforts stimulate consumers to buy a particular brand has been an area of interest among marketing researchers for a long time (MacKenzie, Lutz, & Belch, 1986). In this way, attitude, the cynosure of social psychologists, has been a cornerstone of consumer research as well. In most studies in this area, attitudes have served as dependent variables and the impact of different ads, their repetition, and other factors on attitude formation and change have been studied (Berger & Mitchell, 1989). Cognitive perspective of attitude was the dominant viewpoint in the years when consumer behavior was a fledgling body of knowledge, owing much to Fishbeinian theories and multi-attribute models (e.g. Fishbein, 1963). However, the pioneering works of Mitchell and Olson (1981) and others (such as Zajonc, 1980; Shimp, 1981) gave rise to a new stream of research in which alternative paths to persuasion were explored. The influential Elaboration Likelihood Model (Petty, Cacioppo, & Schumann, 1983) and the series of studies by Lutz, MacKenzie, and Belch (1983), MacKenzie, Lutz, and Belch (1986), and MacKenzie and Lutz (1989) further expanded our knowledge of attitude formation and change to include peripheral paths, especially through attitude toward the ad. While some studies were carried out to probe into the nature of this new construct (e.g. Gresham & Shimp, 1985), purely affective influences of advertisements on attitudes also came to light (Batra & Ray, 1986; Edell & Burke, 1987). However, attitude researchers have focused on selected areas developing the now voluminous attitude literature in different and even disconnected directions. Along with a need for integration, current theories include relationships between some constructs that do not effectively explain the nature of effects or neglect the role of moderator variables. Argument quality, for example, has been noted in many studies (e.g. Petty, Cacioppo, & Schumann, 1983; Lord, Lee, & Sauer, 1995) in terms of its direct effect on brand attitudes; however the mediating role of brand cognitions has not received worthy attention. The moderating role of irrelevant thoughts on Arg-Cb relationship and the importance of availability of cognitive resources in moderating that relationship are also less accentuated. Our study aims at providing an integrative framework that encompasses both cognitive and affective determinants of brand attitudes in the field of advertising effectiveness. This framework also includes the different processes and constructs that become activated as a result of emotional versus informational ads, a comparison neglected in previous studies. …