Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systemic Model

Timothy B. Heath; Gary J. Gaeth

doi:10.4324/9781315807386-8

Back

Book chapter

Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systemic Model

Timothy B. Heath and Gary J. Gaeth

Attention, Attitude, and Affect in Response to Advertising, pp.125-148

L Erlbaum Associates

1994

DOI: 10.4324/9781315807386-8

View Online

Abstract

Advertisers traditionally study ad effects on ad attitudes (AAd), whereas academics study ad effects on brand attitudes. Researchers and practitioners run the risk of according too much importance to the AAd construct. The Systemic Model suggests that codefinition and comeasurement contaminate estimates of causation in AAd research. Codefinition and comeasurement inflate estimates of association and causality, because instruments designed to measure one construct will also measure another. If ads depict brand attributes, then consumers' ad and brand perceptions are codefined. Ad attitudes may reflect brand effects as well as the ad by brand interaction. The fact that AAd research often uses redundant scale items and noncounterbalanced measurement orders inflates the chances that method variance contaminates the data. Scale redundancy should increase the chances that responses to one scale will influence those to subsequent scales-so-called "method variance". Scale redundancy refers to the use of identical dimensions when measuring different constructs.

Brand Information

Method Variance

AAd

Brand Cognition

Emotional Response Measures

Ad Research

Brand Effects

Vice Versa

KAP Study

Prior Brand Attitudes

Superimposing

Cognitive Responses

Retrospective Verbal Report

Brand Perceptions

Advertising Research

Brand Interaction

Brand Attitudes

Symptom Recall

Ad Effects

Purchase Likelihood

Bidirectional Causality

Cognitive Responding

Brand Attributes

PIMS

KAP

Details

Title: Subtitle: Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systemic Model
Creators: Timothy B. Heath - University of Pittsburgh
Gary J. Gaeth - University of Iowa
Contributors: Eddie M. Clark (Editor)
Timothy C. Brock (Editor)
David W. Stewart (Editor)
Resource Type: Book chapter
Publication Details: Attention, Attitude, and Affect in Response to Advertising, pp.125-148
DOI: 10.4324/9781315807386-8
Publisher: L Erlbaum Associates; Hillsdale, NJ
Alternative title: 8. Study of Ad and Brand Attitudes
Language: English
Date published: 1994
Academic Unit: Marketing
Record Identifier: 9984963130802771

Metrics

1 Record Views