Abstract

This research develops and empirically tests models of consumer purchase behavior in a competitive environment. The research extends the dual mediation model to include ad affective responses, confidence in evaluating a brand and competition. The results show that ad affect is an important determinant in the formation of ad attitude. Consumers' brand cognitions not only impact their brand attitudes, but also influence their confidence in evaluating the brand. Confidence influences their purchase intentions. In addition, competing ads and brands have negative effects on consumers' attitudes and purchase intentions toward a focal brand in a focal ad. However, North American and Chinese consumers follow the same brand decision-making process regardless of their cultural orientation. The article includes directions for practical applications and future research.