C. Yoo, D. Macinnis /Journal of Business Research 58(2005)1397-1406 informational ad execution manipulation, though successful, Burke Marian C, Edell Julie A. The impact of feelin on ad-based affect is relatively weak since the latter ad contained the same and cognition. J Mark Res 1989; 26( February ) 69-83 images as the former. Because we artificially changed Chandy Rajesh, Tellis Gerard, MacInnis Deborah J, Thaivanich Pattana emotional ad to informational ad by replacing audio with What to say when: advertising appeals in evolving markets. J Mark Res 2001:38( November:399-414 voice-over, potential interactivity of message and visual Derbais Christian M. The impact of affective reactions on attitudes toward may influence brand attitude formation process in case of the advertisement and the brand: a step toward ecological validity. J informational ad condition. Another important limitation of Mark Res 1995: 32(November): 470-9 this research involves the regression modeling methodology, Deighton John. The interaction of advertising and evidence. J Consum Res 1984;110 December):763-70. which cannot unambiguously assess causality Drodge Cornelia. Shaping the route to attitude change: central versus On the other hand, the findings of this study suggest eripheral processing through comparative versus noncomparative several useful research directions. First, this study clearly dvertising. J Mark Res 1989: 30(May ) 193-204 shows different brand attitude formation processes, depend Edell Julie A, Burke Marian C. The power of feelings in understanding ing on the ad execution condition. Second, while prior advertising effects. J Consum Res 1987; 14(December): 421-33 Fishbein Martin, Ajzen Icek. Belief, attitude, intention, and behavior: an research has suggested that the brand attitude formation introduction to theory and research. Reading(MA): Addison Wesley process is contingent on antecedent consumer states such as consumers'motivation, ability and opportunity to process Gardner Meryl P. Mood states and consumer behavior: a critical review brand information in an ad, the potentially interactive role of J Consum Res 1985: 12(December ) 281-300. these antecedent consumer states with ad execution needs to Goldberg Marvin E, Gorm Gerald J. Happy and sad programs: how they affect reactions to commercials. J Consum Res 1987: 14(Decem- be investigated. For example, when consumers'motivation, ber):87-403 ability, and opportunity to process brand information are Golden Linda L, Johnson Karen A. The impact of sensory preference and high, evaluative thoughts and beliefs may play a more thinking versus feeling appeals on advertising effectiveness. In: Bagozzi dominant role than when such antecedent states are low R, Tybout A, editors. Advances in Consumer Research, vol 10. Provo Thus. even when the ad execution is emotional beliefs may Utah: Association of Consumer Research; 1983. p 203-8 Hayduk Leslie A. Structural equation modeling with LISREL. Baltimore directly affect brand attitudes. MD): The Johns Hopkins University Press: 1987. The study's findings coupled with the above issues Holbrook Morris B, Batra Rajeev. Assessing the role of emotions suggest that much remains to be known about the role of mediators of consumer responses to advertising. J C 14(December ) 404-20 variables on brand attitude formation processes and the role Holbrook. Morris B, O Shaughnessy John. The role of emotion in of negative feelings responses as elements of these Homer Pamela M, Yoon Sun-Gil. Message framing and the interrelation- processe ships among ad-based feelings, affect, and cognition. J Advert Cafferata Pat, Tybout Alice, editors. Cognitive and affective respons References to advertising. Lexington(MA): D. C. Heath and Company: 1989. Janiszewski Chris. Preconscious processing effects: the interdependent of Aaker David A. Norris Donald. Characteristics of tv commercials attitude formation and conscious thought. J Consum Res 1988: 1 perceived as informative. J Advert Res 1982; 22(April/May ) 61-70 Aaker David A, Stayman Douglas M, Hagerty Michael R. Warmth in Joreskog Karl, Sorbom Dag. LISREL8: users reference guide. Chicago advertising: measurement, impact and sequence effects. J Consum Re (L): Scientific Software Intemational: 1996 Kim John, Allen Chris T, Kardes Frank R. An investigation of the Anderson James C, Gerbing David W. Structural equation modeling in mediational mechanisms underlying attitudinal conditioning. J Mark practice: a recommended two-step approach. Psychol Bull 1988 Res1996;33( August):318-418 Kim John, Lim Jeen-Su, Bhargava Mukesh. The role of affect in attitud Bagozzi Richard P. Moore David J. Public service advertisements: emotions formation: a classical conditioning approach. J Acad Mark Sci and empathy guide prosocial behavior. J Mark 1994; 58(January ) 56-70 Barone Michael J. Miniard Paul W. Romeo Jean B. The influence of Lee Angela Y, Stermthal Brian. The effects of positive mood on memory mood on brand extension evaluations. J Consum Res J Consum Res 1999; 26(September ): 115-2 6( March):386-400 Lutz Richard J Changing brand attitudes through modification of cognitive v, Ray Michael L. Affective responses mediating acceptance of structure. J Consum Res 1975; 1(March): 49-59 dvertising. J Consum Res 1986; 13(September): 234-4g MacInnis Deborah J, Jaworski Bemard J. Information processing from Batra Rajeev, Stayman Douglas M. The role of mood in advertising advertisements: towards an integrative framework. J Mark 1989: 53 effectiveness. J Consum Res 1990: 17(September): 203-4 (October ): 1-23 Batra Rajeev, Stephens Debra. Attitudinal effects of ad-evoked moods and MacInnis Deborah J, Stayman Douglas M. Focal and emotional integration: constructs, measures and preliminary evidence. J Advert 1994:11(May-June:199-215. 1993;22 December):51-66 Brown Steven P, Stayman Douglas M attitude toward the ad: a meta-a 19une):34-51 Brown Stephen P, Homer Pamela M, Inman Jeffrey J. A meta-analysis of MacKenzie Scott B, Lutz Richard J. An empirical examination of the lationships between ad-evoked feelings and advertising resp structural antecedents of attitude toward the ad in an advertising J Mark Res 1998; 35(February): 114-26 pretesting context. J Mark Res 1989; 23(May ) 130-43informational ad execution manipulation, though successful, is relatively weak since the latter ad contained the same images as the former. Because we artificially changed emotional ad to informational ad by replacing audio with voice-over, potential interactivity of message and visual may influence brand attitude formation process in case of informational ad condition. Another important limitation of this research involves the regression modeling methodology, which cannot unambiguously assess causality. On the other hand, the findings of this study suggest several useful research directions. First, this study clearly shows different brand attitude formation processes, depend￾ing on the ad execution condition. Second, while prior research has suggested that the brand attitude formation process is contingent on antecedent consumer states such as consumers’ motivation, ability and opportunity to process brand information in an ad, the potentially interactive role of these antecedent consumer states with ad execution needs to be investigated. For example, when consumers’ motivation, ability, and opportunity to process brand information are high, evaluative thoughts and beliefs may play a more dominant role than when such antecedent states are low. Thus, even when the ad execution is emotional, beliefs may directly affect brand attitudes. The study’s findings coupled with the above issues suggest that much remains to be known about the role of managerially relevant advertising strategy and decision variables on brand attitude formation processes and the role of negative feelings responses as elements of these processes. References Aaker David A, Norris Donald. Characteristics of TV commercials perceived as informative. J Advert Res 1982;22(April/May):61 – 70. Aaker David A, Stayman Douglas M, Hagerty Michael R. Warmth in advertising: measurement, impact and sequence effects. J Consum Res 1986;12(March):365 – 81. Anderson James C, Gerbing David W. Structural equation modeling in practice: a recommended two-step approach. Psychol Bull 1988; 103(3):411 – 23. Bagozzi Richard P, Moore David J. Public service advertisements: emotions and empathy guide prosocial behavior. J Mark 1994;58(January):56 – 70. Barone Michael J, Miniard Paul W, Romeo Jean B. The influence of positive mood on brand extension evaluations. J Consum Res 2000;26(March):386 – 400. Batra Rajeev, Ray Michael L. Affective responses mediating acceptance of advertising. J Consum Res 1986;13(September):234 – 49. Batra Rajeev, Stayman Douglas M. The role of mood in advertising effectiveness. J Consum Res 1990;17(September):203 – 4. Batra Rajeev, Stephens Debra. Attitudinal effects of ad-evoked moods and emotions: the moderating role of motivation. Psychol Market 1994;11(May – June):199 – 215. Brown Steven P, Stayman Douglas M. Antecedents and consequences of attitude toward the ad: a meta-analysis. J Consum Res 1992; 19(June):34 – 51. Brown Stephen P, Homer Pamela M, Inman Jeffrey J. A meta-analysis of relationships between ad-evoked feelings and advertising responses. J Mark Res 1998;35(February):114 – 26. Burke Marian C, Edell Julie A. The impact of feelings on ad-based affect and cognition. J Mark Res 1989;26(February):69 – 83. Chandy Rajesh, Tellis Gerard, MacInnis Deborah J, Thaivanich Pattana. What to say when: advertising appeals in evolving markets. J Mark Res 2001;38(November):399 – 414. Derbais Christian M. The impact of affective reactions on attitudes toward the advertisement and the brand: a step toward ecological validity. J Mark Res 1995;32(November):470 – 9. Deighton John. The interaction of advertising and evidence. J Consum Res 1984;11(December):763 – 70. Drodge Cornelia. Shaping the route to attitude change: central versus peripheral processing through comparative versus noncomparative advertising. J Mark Res 1989;30(May):193 – 204. Edell Julie A, Burke Marian C. The power of feelings in understanding advertising effects. J Consum Res 1987;14(December):421 – 33. Fishbein Martin, Ajzen Icek. Belief, attitude, intention, and behavior: an introduction to theory and research. Reading (MA)’ Addison Wesley; 1975. Gardner Meryl P. Mood states and consumer behavior: a critical review. J Consum Res 1985;12(December):281 – 300. Goldberg Marvin E, Gorn Gerald J. Happy and sad programs: how they affect reactions to commercials. J Consum Res 1987;14(Decem￾ber):87 – 403. Golden Linda L, Johnson Karen A. The impact of sensory preference and thinking versus feeling appeals on advertising effectiveness. In: Bagozzi R, Tybout A, editors. Advances in Consumer Research, vol 10. Provo, Utah’ Association of Consumer Research; 1983. p. 203 – 8. Hayduk Leslie A. Structural equation modeling with LISREL. Baltimore (MD)’ The Johns Hopkins University Press; 1987. Holbrook Morris B, Batra Rajeev. Assessing the role of emotions as mediators of consumer responses to advertising. J Consum Res 1987; 14(December):404 – 20. Holbrook Morris B, O’Shaughnessy John. The role of emotion in advertising. Psychol Mark 1987;1(2):45 – 64. Homer Pamela M, Yoon Sun-Gil. Message framing and the interrelation￾ships among ad-based feelings, affect, and cognition. J Advert 1992;21(March):19 – 34. Isen Alice M. Some ways in which affect influences cognitive processes. 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MacInnis Deborah J, Jaworski Bernard J. Information processing from advertisements: towards an integrative framework. J Mark 1989;53 (October):1 – 23. MacInnis Deborah J, Stayman Douglas M. Focal and emotional integration: constructs, measures and preliminary evidence. J Advert 1993;22(December):51 – 66. MacInnis Deborah J, Rao Ambar, Weiss Allen. Assessing when increased media weight of real-world advertisements helps sales. J Mark Res 2002;39(November):391 – 407. MacKenzie Scott B, Lutz Richard J. An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. J Mark Res 1989;23(May):130 – 43. C. Yoo, D. MacInnis / Journal of Business Research 58 (2005) 1397 – 1406 1405