ABSTRACT
This chapter examines cognitive response toward, and recall of, a radio advertisement for a low-involvement product with the objective of determining the effects of two peripheral, noncontent message cues in a distracting situation. Affect and cognition are distinguishable components of attitude, and both mediate advertising effects. The classical conditioning viewpoint holds that an unconditioned stimulus, such as liked or disliked music, has an impact on the recipients’ feelings and attitudes that becomes linked with the advertised product or service. Music may attenuate the cognitive component of attitude by reducing the effect of a message that elicits favorable thoughts. In advertising circles, the choice of spokesperson is often a matter of judgment or regarded as a question to be settled on an empirical basis. The effectiveness of a number of presenters is compared on a variety of criteria, depending on the objectives of the advertiser, and a selection is made.
