The impact of need for cognition, and sentimental humour on advertising and brand attitude: Does need for affect influence the relationship?
List of Authors
  • Hafizah Omar Zaki , Mozard Mohtar

Keyword
  • Advertising attitude, Brand attitude, Marketing research, NFC, NFA, Sentimental humour

Abstract
  • In much of the advertising studies, cognition has long been known as the major driver to process advertising message besides forming desirable attitudes. However, the engagement of emotions that has been limited in its discussions to advertising could also function as the driver to message processing and contributor to attitude formation. The purpose of this research is to examine the effects of need for cognition (NFC), and sentimental humour on advertising and brand attitude when need for affect (NFA) moderates the relationship. The study will be conducted through a quantitative factorial experimental design with a random selection and distribution of participants into different control and treatment groups. The study proposed three main hypotheses, firstly, there is an indirect effect of NFC on brand attitude through advertising attitude. Secondly, the effect of NFC on advertising and brand attitude is moderated by NFA. Finally, the effect of Sentimental humour on advertising and brand attitude is moderated by NFA. The study will contribute to the use of factorial experimental method in advertising, will serve as advertising guidelines for advertising firms and policy makers such as the Malaysian Communications and Multimedia Commission and finally, the study will contribute to the theoretical establishment that can be used for future research extension.

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