ERIC Number: ED230936
Record Type: RIE
Publication Date: 1983-Aug
Reference Count: 0
Testing the Hierarchies of Effects: A Path Analytic Approach.
Pavlik, John V.; Stroker, Alex
Traditional information processing (or high-involvement) models hold that cognitive change leads to attitude change which leads to behavior change. It has been suggested, however, that in many advertising situations, cognitive change can lead directly to behavior change, and that for many products advertising is a "low involvement" situation. In other words, a person need not like a product before he or she purchases it. A study used path analysis to compare the adequacy or ability of both the high- and the low-involvement models to predict advertising effectiveness for a pizza delivery service among a population of college students. Data were gathered from a random sample of 250 students living in undergraduate dormitories. Variables analyzed were (1) advertising exposure, (2) brand awareness, (3) brand knowledge, (4) attitude toward brand, and (5) brand purchasing behavior. Results indicated that for certain paths--the direct effects of exposure on cognitive and affective change, in particular--both high and low models of involvement provided a fairly good fit to the data. However, when the indirect effects were considered, the low-involvement model apparently provided a much better fit to the data. This was especially apparent when the total effects of product advertising were considered. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertising Effectiveness
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983).