THE STRUCTURAL EFFECTS OF METAPHOR-ELICITED COGNITIVE AND AFFECTIVE ELABORATION LEVELS ON ATTITUDE TOWARD THE AD

This study examines the structural effects of cognitive and affective elaborations elicited by metaphoric advertising messages on the formation of A(ad) using the model developed by MacKenzie, Lutz, and Belch (1986). Results of an experiment with a 2 (low/high involvement) x 2 (hedonic/utilitarian) between-subjects design indicated that the level of metaphor-elicited cognitive elaboration had a significant effect on attitude toward advertiser, whereas the level of metaphor-elicited affective elaboration was significant on ad perceptions and ad credibility. In addition, affective elaborations had a greater overall impact, in terms of total effect, on A(ad) compared to the cognitive elaborations. Details about the effects of cognitive and affective elaborations under different product conditions are presented, and theoretical and managerial implications are discussed.