Information Processing from Advertisements: Toward an Integrative Framework

Citation: Deborah MacInnis, Bernard Jaworski Information Processing from Advertisements: Toward an Integrative Framework.
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Summary

The authors provide a detailed framework and a set of research propositions that use and extend current theory on information processing from advertisement. This work was motivated by several concerns such as the fact that despite the heuristic value provided by the two-route-to-persuasion models, current literature suggests that the processing mechanism of attitude formation processes could be expressed more precisely. In addition, integration was seen as a mandatory step given the development in related research streams. Furthermore, causal paths between core constructs justified more careful consideration. The integrative attitude formation model that the authors created includes antecedent levels of ability, motivation and opportunity, processing of brand information, cognitive and emotional responses, brand attitude formation processes and brand attitude. The authors state the following as key features of their framework:

• It is a more complete discussion of needs and motivations
• It provides a precise specification of processing mechanism than in the two-routes-to-persuasion models
• It includes a new typology of emotion and cognitive response explicitly linked to the levels of brand processing
• It allows the discussion of how alternative attitude formation models correspond to each level of brand processing