Abstract

As a succeeding study to Gim & Choi(1988), this research investigated 1) the underlying dimensions of cognitive judgements and affective responses of consumers on TV advertising, 2) the role of cognitive judgements and affective responses in mediating the effects of advertising. The author found that 1) the stable factors of the cognitive judgments to advertising are (i) comprehensive evaluation factor which includes preferene, usefulness, creativity, and dignity as subdimensions, (ii) sensory stimulating characteristics factor, and (iii) representativeness factor ; 2) the affective responses dimensions are (i) negative affect, (ii) positive affect, (iii) internal activation, (iv) internal deactivation ; 3) cognitive judgements was more important than affective responses in prediction overall evaluation to advertising and affective responses to the brands in turn. Nevertheless, both cognitive judgements and affective responses were important predictors of the overall evaluation to the advertising and the brands.