An Examination of Three Multidimensional Profiles for Assessing Consumer Reactions to Advertisements

Abstract

Abstract The dimensional structure and validity of three different advertising response profiles (Wells' reaction profile, Leavitt's multidimensional profile, and Schlinger's Viewer Response Profile) are examined. The dimensions underlying Wells' reaction profile appear stable. The Leavitt profile displays acceptable stability, but the Schlinger profile does not appear sufficiently stable. Recommendations for improvement are offered for the Leavitt and Schlinger profiles. For each of the profiles, choice behavior information is used to determine the extent to which the profile dimensions are predictive of consumer choices. Results indicate that the dimensions underlying consumer response to ads have a significant but unequal impact on attitudes toward the brand and choice behavior.