ABSTRACT
Although advertising may have a variety of effects on consumers (e.g., Lavidge & Steiner, 1961; Palda, 1966), firms generally advertise to influence brand choice. Thus, an advertising campaign that increases awareness or improves attitudes will be only partially successful if it does not ultimately lead to an increase in sales. Most theoretical research examining advertising effects at the individual level, however, rarely considers the impact of advertising exposure on the brand choice process (for an exception, see Baker & Lutz, 1988). In fact, research on individual-level advertising effects and brand choice have largely proceeded independently of each other.
