Attitude Accessibility, Certainty and the Attitude-Behaviour Relationship: An Empirical Study Of Ad Repetition and Competitive Interference Effects

This empirical study considers the influence of both advertising repetition and brand share on attitudes, attitude accessibility, attitude certainty, and the overall attitude-behaviour (a-b) relationship in the context of television advertisements.

Attitude Accessibility, Certainty and the Attitude-Behaviour Relationship: An Empirical Study of Ad Repetition and Competitive Interference Effects

Michel Laroche, Mark ClevelandandIrene MaravelakisConcordia University

Attitudes have long been an area of...