Two competing views on the operation of advertisements on the individual are proposed: on the cognitive learning approach on the one hand and the cognitive response framework on the other. The first holds that advertising content is directly stored in memory after perception and therefore that advertising effectiveness is directly related to the strength of the memory trace. The second inserts cognitve and affective responses of yielding to the advertising message between perception and retention and posits that advertising effectiveness is related to these responses. A simple 2×2 factorial experiment is run, trying to manipulate the extent and content of yielding responses. The results support the cognitive response framework at the disaggregated level; the condition means, while not clearly different, are patterned in the expected way.
How to Cite:
Vanden Abeele, P., 1982. The Cognitive Mediation of Advertising Acceptance: Replication and Extension. Psychologica Belgica, 22(1), pp.67–80. DOI: http://doi.org/10.5334/pb.689