Need for cognition as a moderator of affective and cognitive elements in online attitude toward the brand formation

Miller, CE; Reardon, J; Salciuviene, L; Auruskeviciene, V; Lee, KP; Miller, K

Need for cognition as a moderator of affective and cognitive elements in online attitude toward the brand formation

Miller, CE Reardon, J Salciuviene, L Auruskeviciene, V Lee, KP Miller, K

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Publisher:: The Clute Institute for Academic Research
Publication Type:: Journal Article
Citation:: Journal of Business & Economics Research, 2009, 7 (12), pp. 65 - 72
Issue Date:: 2009-01

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Field	Value	Language
dc.contributor.author	Miller, CE	en_US
dc.contributor.author	Reardon, J	en_US
dc.contributor.author	Salciuviene, L	en_US
dc.contributor.author	Auruskeviciene, V	en_US
dc.contributor.author	Lee, KP	en_US
dc.contributor.author	Miller, K	en_US
dc.date.issued	2009-01	en_US
dc.identifier.citation	Journal of Business & Economics Research, 2009, 7 (12), pp. 65 - 72	en_US
dc.identifier.issn	1542-4448	en_US
dc.identifier.uri	http://hdl.handle.net/10453/13978
dc.description.abstract	Previous research on the Web using traditional attitude formation models -- dual mediation hypothesis (DMH) and affect transfer hypothesis suggests that DMH holds only for those with high need for cognition. This study examines need for cognition (NFC) as a moderator of the individual contributions of affective and cognitive elements on attitude toward the brand in an online setting. Findings show that as need for cognition increases, the effect of the creative elements in the ad on attitude toward the brand formation is lessened. The opposite effect occurs for cognitive ad elements. The results further suggest a significant interaction effect of NFC with attitude toward the advertisement.	en_US
dc.publisher	The Clute Institute for Academic Research	en_US
dc.relation.ispartof	Journal of Business & Economics Research	en_US
dc.title	Need for cognition as a moderator of affective and cognitive elements in online attitude toward the brand formation	en_US
dc.type	Journal Article
utslib.citation.volume	12	en_US
utslib.citation.volume	7	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	1401 Economic Theory	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.consider-herdc	false	en_US
pubs.issue	12	en_US
pubs.volume	7	en_US

Abstract:

Previous research on the Web using traditional attitude formation models -- dual mediation hypothesis (DMH) and affect transfer hypothesis suggests that DMH holds only for those with high need for cognition. This study examines need for cognition (NFC) as a moderator of the individual contributions of affective and cognitive elements on attitude toward the brand in an online setting. Findings show that as need for cognition increases, the effect of the creative elements in the ad on attitude toward the brand formation is lessened. The opposite effect occurs for cognitive ad elements. The results further suggest a significant interaction effect of NFC with attitude toward the advertisement.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/13978