Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations

Abstract

An information processing framework is used to investigate the effects of prominence in an advertisement on attribute recall and use in subsequent brand evaluation. The mediating effects of self-perceptions of familiarity and processing task are examined. A target attribute was more likely to be recalled and nontarget attributes were less likely to be recalled when the target attribute was prominent in the advertisement than when it was not prominent. Also, a target attribute was more likely to affect brand evaluation when it was prominent and the evaluator was familiar with the product, regardless of the individual's processing task upon exposure.