Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

TLDR

Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The study examined whether Fishbein’s proposition that product attribute beliefs are the sole mediators of brand attitudes holds in an advertising context, and discussed alternative explanations and future research directions. Subjects were exposed to simple advertisements containing either verbal claims or visual information, with varying levels of repetition, to manipulate product attribute beliefs and allow other mediation processes. Product attribute beliefs mediated attitude formation, but an additional variable—attitude toward the advertisement—also mediated brand attitudes and purchase intentions.

Abstract

Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The validity of this proposition for consumers’ beliefs about product attributes and brand attitudes was exmained in the context of an advertising effects study. To manipulate product attribute beliefs and to create settings in which other mediation processes might occur, the authors exposed subjects to simple advertisements that contained either a verbal claim or visual information. Level of repetition also was varied. As expected, product attribute beliefs mediated attitude formation. However, another variable, termed attitude toward the advertisement, also mediated brand attitudes and purchase intentions. The authors discuss alternative explanations for the results and offer suggestions for future research.