Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing

Abstract

Consumers watch a television ad at different levels depending on their motivation to process the ad. In this article, the fit between an ad and an evoked ad schema in memory is hypothesized to influence consumers' motivation to process. It is also hypothesized that this motivation is moderated by effects due to consumers' prior category affect and processing goals. Results from an advertising experiment suggest that ads typical of an evoked schema elicit relatively less extensive processing and evaluations, while those atypical of the schema motivate more extensive processing and evaluations. In an extension of previous research in the domain, the results imply that typicality effects are moderated by the extremity of prior category affect. Limited evidence also reveals that typicality effects may be moderated by ad-processing goals. The theoretical and practical implications of these results are discussed.