The Role of Schema Salience in Ad Processing and Evaluation

50 Pages Posted: 20 Feb 2003

See all articles by Joost Loef

Joost Loef

Tinbergen Institute; Erasmus Research Institute of Management (ERIM)

Gerrit Antonides

Wageningen University

W. Fred van Raaij

Tilburg University - Faculty of Social and Behavioural Sciences

Date Written: August 2002 2,

Abstract

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to be salient in ad processing and evaluation. In this study we test how schema salience affects ad processing and evaluation. Two separate experiments were conducted, employing the same brand descriptions and ad scenarios. In the first experiment, the brand schema was made salient in ad processing, whereas in the second experiment the ad schema was made salient. In the first experiment brand(ad combinations were evaluated in line with the Rossiter-Percy advertising grid. If the brand schema was salient, consumers evaluated matching combinations of ad type and brand purchase motivation more favorably than mismatching combinations. In the second experiment, brand(ad combinations were evaluated in accordance with the existing ad schema. This implies that when the ad schema was salient, evaluations of brand(ad combinations were not affected by matches or mismatches between ads and purchase motivations for the brands.The two studies show that evaluation of brand(ad combinations depends on the schema that is salient at the time of information processing. Consequently, brand-matching advertising is effective only if consumers consciously relate ad information to brand knowledge, i.e., if the brand schema is salient in ad processing.

Keywords: advertising, purchase motivation, advertising grid, matching hypothesis, brand perception

JEL Classification: M, M31, C44, M37

Suggested Citation

Loef, Joost and Antonides, Gerrit and van Raaij, W. Fred, The Role of Schema Salience in Ad Processing and Evaluation (August 2002 2,). Available at SSRN: https://ssrn.com/abstract=370960

Joost Loef (Contact Author)

Tinbergen Institute ( email )

Burg. Oudlaan 50
Rotterdam, 3062 PA
Netherlands

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Gerrit Antonides

Wageningen University ( email )

Wageningen
Netherlands
+31.317.483897 (Phone)

HOME PAGE: http://https://www.wur.nl/en/Persons/Gerrit-prof.dr.-G-Gerrit-Antonides.htm

W. Fred Van Raaij

Tilburg University - Faculty of Social and Behavioural Sciences ( email )

P.O. Box 90153
Tilburg, 5000 LE
Netherlands
(013) 466 2434 (Phone)
(013) 466 2067 (Fax)

HOME PAGE: http://www.kub.nl/webwijs/show.html?anr=523860

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