Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: 34
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toward the ad independently of involvement and object familiarity (Brown and Stayman 1992;
Dimofte and Yalch 2008; Shimp 1981), and that overall attitudes toward advertising do not
affect involvement with the ad (James and Kover 1992).
Attitude toward the advertisement (Aad) is simply an individual's favorable or
unfavorable evaluation of an ad (Spears and Singh 2004). Creating a favorable attitude toward
the advertisement leaves consumers with a positive feeling after processing the ad (Shimp 1981)
and affects their beliefs (Mitchell and Olson 1981). Both cognitive and affective dimensions
exist in relation to Aad. These dimensions have varying effects on different individuals because
of their underlying processing mechanisms (Shimp 1981), which will be discussed in full in the
section on elaboration likelihood.
A great deal of research involving attitude toward the brand and purchase intention have
been conducted using Aad as a foundation (Spears and Singh 2004), with results showing that
attitude toward the ad has an effect on brand attitudes (e.g. Derbaix 1995; Gresham and Shimp
1985; Kahn Niazi et al. 2010; Mitchell and Olson 1981; Spears and Singh 2004), purchase
intention (e.g. Clow et al. 2009; McKenzie, Lutz, and Belch 1986; Rossiter and Percy 1978), and
purchase behavior (e.g. Clow, James, and Stanley 2008; Hausman 2008). Still, there has been
research that indicates the Aad does not have as great an effect on attitude toward the brand when
image aspects are portrayed for the branded object more so than utilitarian aspects (Mittal 1990).
It could be argued that attitude toward an advertisement is simply a dimension of an
individual's attitude toward the object being advertised, and is therefore just another factor an
individual considers. However, combining a persuasive communications execution such as an ad
with the actual features of the object would be an over-simplification of the attitude toward the
object. Therefore they are distinct constructs worth evaluating. Meta-analyses by Brown, Homer,34
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Van Steenburg, Eric. Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism, dissertation, August 2013; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc500011/m1/44/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .