The role of schema salience in ad processing and evaluation

J. Loef, G. Antonides, W.F. van Raaij

    Research output: Book/ReportReportProfessional

    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.
    Original languageEnglish
    Place of PublicationRotterdam
    PublisherERIM
    Publication statusPublished - 2002

    Publication series

    NameERIM Report Series, Research in Management (issn 1566-5283)
    No.MKT 15

    Fingerprint

    Evaluation
    Experiment
    Grid
    Purchase
    Scenarios
    Information processing
    Mismatch

    Cite this

    Loef, J., Antonides, G., & van Raaij, W. F. (2002). The role of schema salience in ad processing and evaluation. (ERIM Report Series, Research in Management (issn 1566-5283); No. MKT 15). Rotterdam: ERIM.
    Loef, J. ; Antonides, G. ; van Raaij, W.F. / The role of schema salience in ad processing and evaluation. Rotterdam : ERIM, 2002. (ERIM Report Series, Research in Management (issn 1566-5283); MKT 15).
    @book{781ba1d3ccca4dccac4c44a7d4ea8727,
    title = "The role of schema salience in ad processing and evaluation",
    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.",
    author = "J. Loef and G. Antonides and {van Raaij}, W.F.",
    year = "2002",
    language = "English",
    series = "ERIM Report Series, Research in Management (issn 1566-5283)",
    publisher = "ERIM",
    number = "MKT 15",

    }

    Loef, J, Antonides, G & van Raaij, WF 2002, The role of schema salience in ad processing and evaluation. ERIM Report Series, Research in Management (issn 1566-5283), no. MKT 15, ERIM, Rotterdam.

    The role of schema salience in ad processing and evaluation. / Loef, J.; Antonides, G.; van Raaij, W.F.

    Rotterdam : ERIM, 2002. (ERIM Report Series, Research in Management (issn 1566-5283); No. MKT 15).

    Research output: Book/ReportReportProfessional

    TY - BOOK

    T1 - The role of schema salience in ad processing and evaluation

    AU - Loef, J.

    AU - Antonides, G.

    AU - van Raaij, W.F.

    PY - 2002

    Y1 - 2002

    N2 - 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.

    AB - 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.

    M3 - Report

    T3 - ERIM Report Series, Research in Management (issn 1566-5283)

    BT - The role of schema salience in ad processing and evaluation

    PB - ERIM

    CY - Rotterdam

    ER -

    Loef J, Antonides G, van Raaij WF. The role of schema salience in ad processing and evaluation. Rotterdam: ERIM, 2002. (ERIM Report Series, Research in Management (issn 1566-5283); MKT 15).