The present dissertation examines the impact of advertising message involvement (AMI) and the type of ad (ADTYPE) on the nature (cognitive versus affective) and level of abstraction of the information that is encoded during ad exposure. In addition, it examines the impact of brand response involvement (BRI) and the type of purchase motives (TPM) on the nature and level of abstraction of the information that is used for making a judgment or choice. / An experiment using 372 subjects was conducted. A 2x2x2x2 between subjects design manipulated AMI (low versus high), ADTYPE (rational versus emotional), BRI (low versus high), and TPM (cognitive versus affective). Results indicated that ADTYPE determines the nature of the information that is encoded during ad exposure, whereas AMI determines the level of abstraction of cognitive (but not affective) information encoded. Results regarding the impact of BRI and TPM were not conclusive.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:QMM.28714 |
| Date | January 1994 |
| Creators | Coderre, François |
| Contributors | Chattopadhyay, Amitava (advisor) |
| Publisher | McGill University |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Format | application/pdf |
| Coverage | Doctor of Philosophy (Faculty of Management.) |
| Rights | All items in eScholarship@McGill are protected by copyright with all rights reserved unless otherwise indicated. |
| Relation | alephsysno: 001446439, proquestno: NN05689, Theses scanned by UMI/ProQuest. |
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