An examination of measurement context effects in empirically based advertising research.

The purpose of this research was to examine the issue of measurement context effects in advertising processing research. Based upon a review of the advertising processing literature and recent research focusingon measurement contexteffects, hypotheses were specified and empirically tested via a measurement context experiment. The results indicate that the cognitions measurement treatment procedures used in advertisement processing model tests produce small measurement context effects. However, these effects are not sufficiently severe to suggest a reinterpretation of previous findings or to result in drastic changes in future advertisement processing research methods. The results suggest the process of measuring respondents' attitudes towards advertisements did not result in statistically significant measurement context effects on the measures of attitudes towards brands or purchase intentions. [ABSTRACT FROM AUTHOR]

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