An Empirical Test of an Updated Relevance-Accessibility Model of Advertising Effectiveness

Baker, William E.; Lutz, Richard J.
March 2000
Journal of Advertising;Spring2000, Vol. 29 Issue 1, p1
Academic Journal
The Relevance-Accessibility Model provides a framework for studying advertising effects on brand choice. To do this, it shifts the focus of study from the time of advertising exposure to the time of brand choice. The model is motivationally based. Consumers' motivation to deliberate at the time of brand choice influences consumers' preferred choice process. Three choice processes; optimizing, satisficing and indifference, are associated with the preferred use of three different types of information: evidence of performance superiority, evidence of credibility and evidence of liking, respectively. The model predicts that an advertising message appeal is most likely to influence brand choice when it is both relevant and accessible. The message appeal that can most easily achieve the choice objective is the most relevant appeal. A message appeal is most likely to be accessible when consumer involvement at the time of advertising exposure leads to its efficient encoding in memory. The major contributions of this paper are the updating of the model's theoretical framework and the empirical test of the model's predictions about message appeal effectiveness in different motivational scenarios.


Related Articles

  • Can repeating an advertisement more frequently than the competition affect brand preference in... D'Souza, Goes; Rao, Ram C. // Journal of Marketing;Apr95, Vol. 59 Issue 2, p32 

    Would regular users of established brands be susceptible to the influence of advertisements that are repeated more than the competition, even if they have heard the advertisements before? The authors conducted an experiment to find out. They paid careful attention to ecological validity and...

  • Antecedents of the Attraction Effect: An Information-Processing Approach. Mishra, Sanjay; Umesh, U.N.; Stem, JR, Donald E. // Journal of Marketing Research (JMR);Aug1993, Vol. 30 Issue 3, p331 

    Many researches have demonstrated the existence of an attraction effect that increases the choice probability of an existing "target" brand by the introduction of a relatively inferior "decoy" brand. This study develops a causal model that links antecedent variables with the attraction effect....

  • Information Processing from Advertisements: Toward an Integrative Framework. Maclnnis, Deborah J.; Jaworski, Bernard J. // Journal of Marketing;Oct89, Vol. 53 Issue 4, p1 

    The authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The integrative attitude formation model includes antecedent levels of ability, motivation, and opportunity (AMO), processing of brand...

  • Beyond Attitude Structure: Toward the Informational Determinants of Attitude. Holbrook, Morris B. // Journal of Marketing Research (JMR);Nov78, Vol. 15 Issue 4, p545 

    The author argues that marketing research has focused too narrowly on the static structure of attitude at the expense of its informational determinants. An experimental study investigates the effects of one fundamental dimension of advertising content on the components of attitude structure....

  • The Impact of Inferential Beliefs on Product Evaluations. Huber, Joel; McCann, John // Journal of Marketing Research (JMR);Aug1982, Vol. 19 Issue 3, p324 

    Though most observers acknowledge that consumers make inferences among product attributes, the influence of such inferences on product evaluation is much less clear. Study respondents evaluated products for which information on one of two attributes was systematically omitted. A general model is...

  • Comment on Silk and Geiger. Bogart, Leo // Journal of Marketing Research (JMR);May73, Vol. 10 Issue 2, p219 

    The article presents a commentary on the article "Advertisement Size and the Relationship Between Product Usage and Advertising Exposure," from the February, 1972 issue. The author claims that unless the type of product and size of the advertisement is controlled, the data would not be...

  • "Gone, But Not Forgotten: The Role of Unacceptable Options in Decision Making". Wijnen, Katrien; Bettman, James R.; Huber, Joel // Advances in Consumer Research;2007, Vol. 34, p222 

    An extended abstract titled "Gone, But Not Forgotten: The Role of Unacceptable Options in Decision Making" is presented. The abstract is from a paper discussed at a special session from the "Advances in Consumer Research" conference titled "That's Not What I Wanted: Perspectives on Unwanted...

  • Measuring the Dynamic Effects of Promotions on Brand Choice. Papatla, Purushottam; Krishnamurthi, Lakshman // Journal of Marketing Research (JMR);Feb1996, Vol. 33 Issue 1, p20 

    Promotions are being used with increasing frequency by manufacturers facing highly competitive markets, which is causing concern among some marketers who feel that frequent promotions can hurt a brand. Nevertheless, there is little empirical evidence to either support or dispel such fears. To...

  • Patterns of Interpersonal Information Seeking for the Purchase of a Symbolic Product. Midgley, David F. // Journal of Marketing Research (JMR);Feb1983, Vol. 20 Issue 1, p74 

    The author extends the research on consumer prepurchase information seeking to a product which is essentially socially symbolic rather than utilitarian. A survey of the purchasers of a fashion item was undertaken, and the data subjected to a novel cluster analytic technique. Several distinct...


Read the Article


Sign out of this library

Other Topics