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• W2028392771 abstract "Abstract Recent research suggests that attitudes and related concepts may be modified or spontaneously generated as researchers attempt to measure them. The present research attempts to determine the extent to which such “measurement context effects” are likely to occur when attitude toward the ad is measured as a unidimensional and a bi-dimensional concept. In addition, it examines the degree to which advertising message involvement influences these effects. Results of two experiments suggest that the use of a standard (or unidimensional) measure of attitude toward the ad is likely to affect measures of brand attitude and purchase intention and their relationship for subjects who are either less and more involved with an ad's message. However, results further suggest that such effects were not found when attitude was measured in a decomposed (bi-dimensional) manner." @default.
• W2028392771 created "2016-06-24" @default.
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• W2028392771 date "2002-03-01" @default.
• W2028392771 modified "2023-09-25" @default.
• W2028392771 title "Context Effects in the Measurement of Attitude toward the Advertisement" @default.
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• W2028392771 doi "https://doi.org/10.1080/10641734.2002.10505124" @default.
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