The Effects of Advertising Stimulus Concreteness and Familiarity on Consumer Attitudes and Intentions

In an attempt to utilize the Maclnnis and Price (1987) framework, an experimental design manipulating the concreteness of wording and familiarity of the stimulus is conducted using a print ad. Concreteness is found to affect attitude toward the ad and toward the brand; whereas, familiarity is not found to affect these variables. The implications of these results as well as suggestions for enlightened future research are provided by the authors.