ANALISIS PROSES SENTRAL DAN PERIPHERAL SEBAGAI ANTESEDEN MODEL PERUBAHAN SIKAP KONSUMEN PADA IKLAN INDIRECT COMPARATIVE DAN NONCOMPARATIVE
ABSTRACT The primary purpose of this research is to test empirically several specific hypothesized differences in the structural relationships among attitudes toward the ads (Aid), brand cognition, attitudes toward the brand (Ab), and conation response specially in the case of indirect comparative v...
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| Format: | Article |
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[Yogyakarta] : Universitas Gadjah Mada
2002
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| Summary: | ABSTRACT
The primary purpose of this research is to test empirically several specific hypothesized differences in the structural relationships among attitudes toward the ads (Aid), brand cognition, attitudes toward the brand (Ab), and conation response specially in the case of indirect comparative versus noncomparative advertising on the low involvement product. All differences are modelled based on theoretical asumption that indirect comparative ads tends to be processed centrally and noncomparative ads tends to be processed peripherally.
A two-group structural equation modeling was used to test the proposed model. Research indicates that Aid is significant predictor of At, only in the noncomparative case, and brand cognition is significan predictor of Ab in the case of indirect comparative. These results show that indirect comparative ads tend to be processed centrally whereas noncomparative ads tends to be processed peripherally. Research also found that consistency of Ab - conation response is higher for indirect comparative than noncomparative ads.
Key words: attitudes toward the ads � brand cognition � attitudes toward the brand
conation response indirect comparative ads � noncomparative ads � low involvement product � central processing peripheral processing. |
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