The Role of Attitude toward the Ads as the Mediator of Advertising Effectiveness: A Test of Pulic-Benefit Advertising

Abstract

The role of attitude toward the ads as the mediator of advertising effectiveness has been discussed and modified many times since 1980. The fitness of model, reliability of model comparison, and structural completeness of model has become a main research stream of advertising effectiveness. However, there exists an issue that whether public-benefit advertising can be explained and tested by mediator model. After an experimental design on 120 graduate students and 130 businessmen through the LISREL test, it is found that involvements do have a strong influence on the model and the goodness of fit on the Public-benefit advertising is also reasonably high. Moreover, the dual mediation hypothesis (DMH) of mediator model elaborates public-benefit advertising well.