ceptualization. Finally, the source of attitude toward the ad is likey to have
important effects on the causal links with brand attitude. Lutz (this volume)
presents several ideas concerning what aspects of advertising are likely to
generate attitudinal reactions. The next step in this line of thought is to deter-
mine how the source of attitude toward the ad influences brand attitude. It is
quite possible that different sources of affective reactions are linked to brand
attitude through different routes. If so, then it would seem fruitless to pursue
research on the global effects of attitude toward the ad.

In sum, we suggest that both the valence and intensity of feeling evoked
by an ad exert an influence on brand attitude. While we do not believe that
ads are especially strong affective stimuli, we do believe that within the range
of reactions to advertising, those ads on the poles of an affective continuum
have a greater impact on brand familiarity than neutral, matter-of-fact ad-
vertising. It may be that extreme ads receive more attention at exposure or
that associations resulting from those ads are stronger. In either case, the
benefits of increased brand familiarity would seem to be particularly impor-
tant for low involvement situations and for new, unfamiliar brands.

Support for this research was provided by a summer research grant from the College
of Business Administration and the Center for Econometric Decision Sciences at the
University of Florida. The authors wish to express appreciation to Linda Alwitt, Joel
Cohen, Richard J. Lutz and Andy Mitchell for comments on an earlier draft of the
chapter.

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