Cognitive and affective components of Aad in a low motivation processing set

It was hypothesized that for television ads the cognitive and affective components of A_ad would predict brand attitude in a low motivation processing set, and that the relative influence of the components would be a function of ad execution format. These hypotheses were supported, and it was found that the program context had little influence on the relationships. © 1995 John Wiley & Sons, Inc.