Extensions of the Cognitive Response Approach to Predicting Postadvertisement Attitudes

Postexposure attitudes are widely used measures of advertisement effectiveness, and attempts to explain them have played an important role in research on advertising. ¹ The most common framework for explaining these attitudes focuses on an individual’s internal responses during exposure to an ad (e.g., MacInnis & Jaworski, 1989). We adopt this framework in its broadest sense—for instance, including emotional as well as cognitive responses.