Program context antecedents of attitude toward radio commercials

A theoretical model of program context effects on attitude toward the ad (Aad) is developed and tested. Involvement in and liking for a program are shown to exert a positive influence on both claim and nonclaim components of Aad by enhancing commercial-processing motivation. Additional analyses replicate earlier findings that Aad mediates program influence on brand attitude and identify claim strength, appeal of nonclaim factors, and number of exposures as moderators of program effects on Aad.

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