The Context Inuence Model (CIM). Context cues in commercials
make the difference
El Modelo de Inuencia del Contexto (MIC). Las referencias de contexto en los
anuncios marcan la diferencia
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| 175
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ISSN: 1696-019X / e-ISSN: 2386-3978
How to cite this article:
Rodero, E.; Vinyals-Mirabent, S.; Rodríguez-de-Dios, I. and Larrea, O. (2026). e Context Inuence Model (CIM). Context cues in commercials
make the dierence.
Doxa Comunicación
, 43, pp. 175-195.
https//doi.org/10.31921/doxacom.2801
Isabel Rodríguez-de-Dios.
She is a Ramon y Cajal Research Fellow at the Department of Sociology and Communication
at the University of Salamanca. Her research interests include, but are not limited to, communication eects, media
psychology, and adolescents and social media.
University of Salamanca, Spain
[email protected]
ORCID: 0000-0003-2460-7889
Emma Rodero.
Researcher and professor in the Department of Communication at Pompeu Fabra University (Spain),
PhD. in Communication, PhD. in Psychology, Master in Pathology of Voice and Master in Psychology of Cognition. She
is the director of the Media Psychology Lab at UPF and the CCLab (oral communication skills) at Barcelona School of
Management (UPF_BSM). She is the author of more than ten books and fty scientic papers about cognitive processing
of voice, prosody, advertising, and audio. In her lab, she uses psychophysiological methods to study how individuals
process information.
Pompeu Fabra University; UPF- Barcelona School of Management, Spain
[email protected]
ORCID:
0000-0003-0948-3400
Sara Vinyals-Mirabent.
She is an associate professor and Serra Hunter fellow at the Department of Advertising, Public
Relations and Audiovisual Communication, Autonomous University of Barcelona. Her research interests are centered on
the areas of persuasive communication, advertising, and branding, holding a particular interest in place branding. She
has published articles in distinguished international journals, such as Tourism Management and Journal of Destination
Marketing & Management.
Autonomous University of Barcelona, Spain
[email protected]
ORCID: 0000-0001-7120-6039
is content is published under Creative Commons Attribution Non-Commercial License. International License CC BY-NC 4.0
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Recibido: 15/10/2024 - Aceptado: 25/02/2025 - En edición: 11/02/2026 - Publicado: 01/07/2026
Resumen:
La pandemia de COVID-19 cambió la vida de los consumidores,
pero la publicidad no pareció haber reejado este cambio. Algunos
estudios preliminares han demostrado que los anuncios no incluían
medidas contra el COVID-19, lo que podría afectar la respuesta de
los consumidores. Este estudio analiza cómo incluir referencias al CO
-
VID-19 en los comerciales afecta la actitud hacia el anuncio, la inten
-
ción de compra y el compromiso con la marca. También se consideran
variables como la modalidad del anuncio y el grado de implicación
con la pandemia. Se realizó un experimento en línea con un diseño
2x2 y con 1050 consumidores. Los resultados mostraron que incluir
referencias al COVID-19 mejoró la actitud hacia el anuncio, aumentó
la percepción del compromiso de la marca e incrementó las intencio
-
nes de compra, aunque sin diferencias signicativas. Los resultados
sugieren que los anuncios deben incluir referencias al contexto actual
para mejorar la respuesta del consumidor, con implicaciones más allá
del contexto de pandemia.
Palabras clave:
COVID-19; actitud hacia el anuncio; intenciones de compra; contexto
de compromiso de la marca; contexto de implicación.
Recibido: 15/10/2024 - Aceptado: 25/02/2025 - Early access: 11/02/2026 - Published: 01/07/2026
Abstract:
e COVID-19 pandemic modied consumers’ lives, but advertising did
not reect this change. Preliminary studies have found that commercials
do not show anti-COVID measures, and this lack of pandemic references
in advertising could aect the consumers’ response. However, no
empirical research has examined this aspect. Hence, this study analyzes
how including COVID references in commercials aects consumers’
attitude toward the ad, purchase intention, and brand commitment.
Other variables, such as the modality of the ad and the involvement
with the pandemic, are also considered. A 2x2 online experiment
was conducted with 1050 consumers. Results showed that including
COVID references improved the attitude toward the ad, increased
the perception of brand commitment to the pandemic and purchase
intentions, although, in the last case, with no signicant dierences. e
results suggest that ads should include references to the current context
to enhance consumer response. erefore, the implication of the study
extends beyond the pandemic context in which it is conducted.
Keywords:
COVID-19; attitude toward the ad; purchase intentions; brand
commitment context; involvement context.
Olatz Larrea.
Associate Professor and researcher at the Department of Philology and Communication at the University
of Barcelona. Her research career is mainly focused on the study of sound messages in audiovisual media. Her research
interests are linked to the analysis of human responses to media exposure, more specic to the analysis of cognitive
processes of mediated messages.
University of Barcelona, Spain
[email protected]
ORCID: 0000-0002-6194-6401
1. Introduction
e decisive role of advertising in society is evident in moments of crisis, especially during health emergencies (Jenyns, 2021;
Vaughan & Tinker, 2009). How the brands respond and what type of advertising messages are conveyed to consumers in times
of uncertainty inuence their perception of the crisis and their behavior (Blanco-Herrero
et al.,
2021; Gong & Liu, 2022). e
COVID-19 pandemic oered a unique scenario to analyze advertising strategies in crises. But how must companies act in
such challenging situations? According to some studies, people believe that brands should take an active position, bear in
mind the context, and adapt their messages to the changing environment (Taylor, 2020a, 2020b). In a survey, 68% of American
consumers believed companies must take a stand on social issues (Just Capital, 2020). Kantar’s COVID Barometer (2020)
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Figure 1. e Context Inuence Model
Source: Own elaboration
Figure 1 illustrates the Context Influence Model (CIM) with two initial independent variables
represented by the consumers and the context cues in commercials and two final dependent
variables
–
attitude toward the ad and purchase intentions. Consumers’ in
volvement is a
moderator, and the brand’s commitment is a mediator. The model represents that the presence
of the context will affect consumers’ attitude toward the ad and purchase intentions, but this
influence will be moderated by consumers’ involvement
with the context and mediated by the
perceived brand’s commitment to
the context. Therefore, if consumers are involved with the
context, including context cues in the commercials that reflect this situation will improve the
perception of brand commitment to context. In turn, attitude toward the ads and purchase
intentions will be high
er.
To test our model, we build on the Heuristic Systematic Model of Information Processing
(HSM) (Chaiken 1980). This theory postulates two types of message processing
–
heuristic and
systematic. Heuristic processing is based on simple rules (heuristics or knowledge structures)
learned and stored in memory to rapidly evaluate and process the message content. Three main
principles guide the heuristic processing: availability (the heuristic stored in memory for
potential and future use), accessibility (the ability of the heuristic to be retrieved from memory
for using it), and applicability (relevancy according to the subject’s goals). However, systematic
processing uses comprehensible and analytic cognitive processing to evaluate judgment
-
relevant information. Therefore, individuals process the information carefully to decide if the
message is determinant for them. This kind of processing implies effort, while the heuristic is
much simpler and faster with minimal cognitive load. The processing mode determines the
level of recipients’ persuasion and, therefore, their attitudes and purchase intention (Gardner
,
1985).
2.1. Advertising context cues
In this theoretical
model,
we propose to test in this study, advertising context cues are the
references used in different advertising actions to reflect the situation. These context cues can
be of different modalities. This study used a visual (print commercial) and a verbal message
(radio commercial). These two modalities have different processing manners. Lang et al.
(1999
)
showed that visual
processing
is an automatic process (heuristic processing), and verbal
processing
is a controlled process (systematic processing). Consequently, visual or nonverbal
cues, for example, in our study, a commercial with the image of someone wearing a face mask
should be effortless and automatically processed. This ease of image processing, with no effort,
can, in turn, facilitate understanding. Chaiken and Eagly (1976), comparing persuasive
Consumers
Involvement
with
context
(Moderator)
Attitude
toward
the
ad
Purchase
intentions
Figure
1.
The
Context
Influence
Model
Advertising
context
cues
Brand
’
s
commitment
to
context
(Mediator)
Type
of
cues
Source:
Own
elaboration
Source: Own elaboration
Figure 1 illustrates the Context Inuence Model (CIM) with two initial independent variables represented by the consumers
and the context cues in commercials and two nal dependent variables-attitude toward the ad and purchase intentions.
Consumers’ involvement is a moderator, and the brand’s commitment is a mediator. e model represents that the presence
of the context will aect consumers’ attitude toward the ad and purchase intentions, but this inuence will be moderated by
consumers’ involvement with the context and mediated by the perceived brand’s commitment to the context. erefore, if
consumers are involved with the context, including context cues in the commercials that reect this situation will improve the
perception of brand commitment to context. In turn, attitude toward the ads and purchase intentions will be higher.
To test our model, we build on the Heuristic Systematic Model of Information Processing (HSM) (Chaiken, 1980). is theory
postulates two types of message processing – heuristic and systematic. Heuristic processing is based on simple rules (heuristics
or knowledge structures) learned and stored in memory to rapidly evaluate and process the message content. ree main
principles guide the heuristic processing: availability (the heuristic stored in memory for potential and future use), accessibility
(the ability of the heuristic to be retrieved from memory for using it), and applicability (relevancy according to the subject’s
goals). However, systematic processing uses comprehensible and analytic cognitive processing to evaluate judgment-relevant
information. erefore, individuals process the information carefully to decide if the message is determinant for them. is
kind of processing implies eort, while the heuristic is much simpler and faster with minimal cognitive load. e processing
mode determines the level of recipients’ persuasion and, therefore, their attitudes and purchase intention (Gardner, 1985).
2.1. Advertising context cues
In this theoretical model, we propose to test in this study, advertising context cues are the references used in dierent
advertising actions to reect the situation. ese context cues can be of dierent modalities. is study used a visual (print
commercial) and a verbal message (radio commercial). ese two modalities have dierent processing manners. Lang
et al.
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in the future. erefore, while attitudes represent the ad’s evaluation, intentions are related to people’s motivation to act or
change their behavior.
Pham
et al.
(2020) found that the social impact on consumers’ lives leads to people’s views and perceptions about the disease
directly aecting their daily routines and activities, such as decision-making or, for instance, purchase intention during
shopping. Grimmer and Bingham (2013) showed that environmentally conscious consumers are expected to generate
higher purchase intentions toward companies with superior environmental performance and are more likely to support high
environmentally performing companies. Bang
et al.
(2000) concluded that attitudes toward renewable energy mediate the
eect of environmental concern on purchase intention. erefore, we can deduce that attitude toward the ad and purchase
intentions will be more favorable if the commercials somehow reect the pandemic situation with context cues, especially
in the verbal ad, due to the explained dierent kinds of processing. We suggest that these context-related cues reecting the
pandemic in commercials should be processed using heuristics more than systematic processing, as they are mere references
and not strong arguments supporting the anti-COVID measures. is idea allows us to posit the following hypothesis:
H1:
e commercial with a verbal cue will attain a more favorable attitude toward the ad (H1a) and higher purchase
intentions (H1b) than the ad with a visual cue.
2.3. Brand’s commitment to context
Including context cues in commercials generates the perception that brands are committed to the context. In this study, the
brand’s commitment to context is understood as the psychological connection consumers perceive between the situation and
the brands. Indeed, marketers strive to develop strategies that favor this perception of their commitment, and communicating
it accordingly is critical to their success. How a brand expresses dedication or pledge to a cause, a context, or a crisis denes its
essential values and impacts consumer perception and evaluation of the brand. In the same manner that consumers choose
brands that connect with their values, this connection will inuence their attitude and behavior (Eisingerich & Rubera, 2010;
Lee, 2017; Sprott
et al.,
2009), and they will have a more positive disposition to brands committed to the pandemic. erefore,
a brand’s commitment to the context may also aect attitudes and purchase intentions.
Lately, scholars have pointed out that commitment as a new mediator needs to be considered (Amani, 2015; Hasnizam
et al.,
2012). Context brand’s commitment has been shown in some studies as a mediating variable that can aect the individuals’
attitude and behavior and is explained by the process of identication with the brand (Evanschitzky
et al.,
2006; Lee & Yoon,
2018; Ramírez
et al.,
2017). Hayes
et al.
(2020) found that the consumer-brand relationship inuences attitudes and purchase
intention. Recent research by He and Harris (2020) argued that companies’ genuine eorts would be compensated if consumer
ethical decision-making shifts during the COVID-19 pandemic. e brands’ conduct will be evaluated and, hence, inuence
consumer perception (Das
et al.,
2018; Palihawadana
et al.,
2016; Sudbury-Riley & Kohlbacher, 2016). Finally, the study by
Adkins (1999) showed that, on equal price and quality, over 80 percent of consumers would change brands if they linked with
a cause, so the brand’s commitment would make the dierence. Seen from the side of the brand, the opportunities to build
the business while making a real positive dierence to the broader community are, therefore, signicant, providing a win-win.
What seems clear is that consumers make purchase decisions based on a company’s contribution to society (Marin
et al.,
2009;
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3. Methodology
A 2 (COVID mention: with COVID context cues and without) by 2 (modalities: visual and verbal content) online experiment
was conducted to test the hypothesis. e online survey applied for this study was conducted over two weeks (December 14-
27, 2020) through a Qualtrics panel.
3.1. Hypotheses
ese are the hypotheses of the study:
H1: e commercial with a verbal cue will attain a more favorable attitude toward the ad (H1a) and higher purchase
intentions (H1b) than the ad with a visual cue.
H2: Brand’s commitment to the context will mediate the eect of context cues on attitude toward the ad (H2a) and purchase
intention (H2b).
H3: Consumer’s involvement with the context will moderate the indirect eect of context cues on attitudes toward the ad
(H3a) and purchase intention (H3b) through the brand’s commitment.
3.2. Stimuli
Two dierent commercials were prepared for this study. e goal was to examine how two dierent types of context cues –visual
(nonverbal) and verbal content– could aect attitudes toward the ad and purchase intentions. To achieve this, we employed
a graphic advertisement to represent visual content and an audio commercial for verbal content. is design allowed us to
examine the distinct impacts of each modality without the confounding inuence of combined audiovisual elements. e
decision to exclude audiovisual stimuli was intentional, as integrating both visual and verbal components could introduce
complexities that might obscure the individual eects we aimed to study.
e commercials were standard ads with the inclusion of COVID context cues. e brand’s name was invented in the
commercials to avoid easy recognition and preconceived attitudes, which inuence message processing and evaluation
(Anand & Sternthal, 1990). e rst commercial was an ad with a picture. e product was a gym. e pictures in the two
conditions (with or without COVID context cues) were the same, but the female protagonist wore a mask in the rst condition,
while she was without the mask in the second. In the case of the audio modality, it was a radio ad with a female announcer.
Both conditions were the same, but we added the sentence: “complying with all the anti-COVID protocols.” Figure 2 shows the
visual commercials.
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3.4.2. Brand’s commitment to context
To measure the mediator, the brand’s commitment, consumers answered the following question on a 7-point scale: to what
extent do you think this brand is committed to the pandemic (
M
= 4.76,
SD
= 1.56).
3.4.3. Involvement with the context
e moderator, consumers’ involvement, was operationalized by measuring the consumers’ level of aectation (To what extent
are you aected by the crisis?) and the degree of concern (What is your level of concern about the eects of the pandemic on
people?) on two 7-point scales. With these two scales, we formed the level of involvement.
3.4.4. Sociodemographic variables
is study included several sociodemographic variables as control variables (gender, age, ideology, and home city), as they
might provide alternative explanations for the eects. ese variables were used as covariates in the analyses.
Finally, at the end of the questionnaire, the study included the question: Have you had trouble understanding the questions?
and a nal open space to comment on any aspect of the survey. All the participants answered that they understood the
questions, and there was no comment.
4. Results
Table 1 shows the main variables’ means, standard deviations, and correlation matrix.
Table 1. Means, standard deviations, and correlation matrix of variables
VariablesMSD1234567
1. Attitude toward the ad
5.101.351.00
2. Purchase intention
4.621.65.709***1.00
3. Brand’s commitment
4.761.56.709***.685***1.00
4. Involvement
5.06.97.074***-.001.0241.00
5. Gender
.53.50-.048**-.027-.104**-.104***1.00
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concluded that consumers think brands should adapt their strategies to the new social and economic context. e study by
Cameron and Perksy (Faw, 2020) showed that 43% of millennials think brands must play an essential role in the situation. Half
of them believe that the pandemic must be reected in advertisements. Along the same line, a study about radio consumption
showed that listeners think commercials should reect reality by referencing the COVID-19 pandemic (Rodero, 2020).
However, this strategy did not occur in advertising. A study found that only 9% of the ads showed face masks, and fewer than
3% handwashing or practicing social distancing (Deng
et al.,
2020). For the authors of this study, the fact that only a few ads
show face masks is surprising and can provoke a reality distortion with signicant implications for audience behaviors and
health habits. erefore, our research question is if commercials reect the situation showing some anti-COVID measures,
could these context-related cues inuence consumers’ attitude and purchase intentions? As far as we know, no studies have
analyzed if this indirect strategy of including some context-related cues in commercials only to reect the crisis (such as face
masks or references to the pandemic in the case of COVID-19) may aect the consumers’ response. erefore, this study
aims to test what we call the Context Inuence Model (CIM). We analyze the inuence of context cues in commercials on
consumers’ attitude toward the ad and purchase intention, the mediating role of the brand’s commitment to context, and the
moderating role of consumers’ involvement with the context. To do so, we use the COVID pandemic as an example, examining
the eect of including context-related cues in commercials.
2. eoretical Framework
Context cues are not conceived in this study in the traditional literature manner, related to the context where the commercial
is exposed (Stipp, 2018). In this study, they are conceived as the references used in dierent advertising actions that denote the
situation (i.e., characteristics of the crisis context). ese context cues can be of dierent types or modalities. In the concrete
case of the pandemic, these context cues are references to anti-COVID measures. is study will use two types of context cues
(visual and verbal references) in two dierent commercials. e brand’s commitment to context is the connection of a brand
with the situation that the consumers perceive. In the COVID-19 crisis, it represents how consumers think that brands are
committed to the pandemic. Finally, the involvement with context is assessed through consumers’ personal aectation and
the degree of concern with the crisis. In the COVID-19 crisis, this concept represents the consumers’ involvement with the
pandemic. Figure 1 shows the model.
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(2009) showed that visual processing is an automatic process (heuristic processing), and verbal processing is a controlled
process (systematic processing). Consequently, visual or nonverbal cues, for example, in our study, a commercial with the
image of someone wearing a face mask should be eortless and automatically processed. is ease of image processing, with
no eort, can, in turn, facilitate understanding. Chaiken and Eagly (1976), comparing persuasive messages in three versions
(print, videotape, and audio), showed that the most eective messages were in the print version when those were dicult to
understand.
In contrast, if the message is verbal – for instance, an audio commercial – the processing mode will be based on more elaborate
and comprehensive reasoning with more eort than processing an image (Schneider & Chein, 2003). Some studies have shown
that, when the audience is highly motivated, radio (verbal message) achieves more brand recall and recollection of the content
than television (audiovisual), as radio establishes a link between the personal experiences and the message’s content that
improves the message eectiveness (Buchholz & Smith, 1991). Audio stimulates imagery and creates a powerful emotional
connection with a more favorable perception and cognitive processing (Bolls, 2002; Rodero, 2012). A neuroscientic study
concluded that radio commercials elicit more potent emotional activation (arousal) and engagement than television ads
(Peacock
et al.,
2011). Accordingly, processed with more eort, verbal cues could lead to a more resistant attitude change than
images.
2.2. Attitude toward the ad and purchase intentions
e type of processing inuences the degree of persuasion and attitude change. When the cognitive processing is heuristic, the
attitude change will be less stable and resistant. In a health crisis like the COVID pandemic, business communication strategies
are crucial to make people aware of the situation and change their attitudes. Attitudes have been a concept profoundly studied
in advertising (Bagozzi & Warshaw, 1990; Bergkvist & Zhou, 2019). MacKenzie and Lutz (1989) conceive the attitude toward
the ad as the predisposition to respond favorably or unfavorably to a particular advertising stimulus; thus, it is an evaluative or
aective response to the commercial that does not imply a behavior.
HSM allows systematic and/or heuristic processing to occur, depending on the level of an individual’s involvement with the
message content and its features. According to this idea, the amount of arousal or interest the recipient experiences determines
the degree of attention devoted to an advertisement and inuences the processing strategy. Highly motivated consumers are
more likely to engage in systematic processing, making an eort to understand relevant information. Less motivated consumers
will instead engage in heuristic processing based on simple decision rules and usually generate a better attitude towards the
ad inuenced by cues that trigger heuristic processing (MacKenzie & Spreng, 1992). In a study conducted to explore the eect
of using animals in advertising on constructs such as attitude toward the ad, their authors found that the presence of the dog
in the ad suppresses systematic processing and increased heuristic processing, ultimately leading to increased attitude toward
the ad (Lancendorfer
et al.,
2008).
Previous research has established a relationship between consumers’ attitude toward the ad and their purchase intention
(Das, 2014; Mitchell & Olson, 1981). Lutz
et al.
(1983) dene purchase intentions as the likelihood of purchasing the brand
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McEachern
et al.,
2010). erefore, a high level of consumers’ perception of the brand’s commitment to the context (i.e., the
pandemic) should be a decisive factor in consumer evaluation of the ads, as we posit in the following hypothesis:
H2:
Brand’s commitment to the context will mediate the eect of context cues on attitude toward the ad (H2a) and purchase
intention (H2b).
Along with the context cues, the consumer’s involvement is another central variable in this model. It is not enough to perceive
brand’s commitment; consumers need to be involved in the specic context. Moreover, involvement can aect the processing
mode and is a central concept of HSM (Chaiken, 1980).
2.4. Involvement with the context
In this study, consumers’ involvement with the context is linked to their personal concern with the situation. Involvement
shows the personal relevance and interest that a person gives to a situation (Celsi & Olson, 1988; Kiesler
et al.,
1969; Lee &
Yoon, 2018). In crises, this concept is explained as how individuals perceive the crisis as personally relevant to them (Choi &
Lin, 2009). e more activated by the stimuli an individual is on a topic, the more likely to be persuaded, get action, or raise a
positive attitude towards that information or products aligned with their beliefs, needs, and motivations (Rubin
et al.,
2020).
Involvement was a relevant mediating factor for consumers to engage in conservation behaviors, according to the study by
Hartmann and Apaolaza-Ibáñez (2012) about consumer attitudes and purchase intention toward green energy brands in the
context of environmental campaigns. ey concluded that concern for the natural environment plays a signicant role in
purchasing green energy.
Research has found that highly involved individuals are mainly persuaded by the content of a message, such as the strength
of the arguments, while low-involved individuals rely more on heuristics to be persuaded (Chaiken 1980; Reinhard & Sporer,
2010). erefore, systematic processing will be more likely when the issue is signicant for individuals, that is, when they have
high involvement with the situation.
Finally, if consumers are highly involved with the situation and brands reect this context, it is logical to think they will have
a stronger connection with this company. As far as we know, consumers’ beliefs and values inuence their brand choices.
is behavior shows that individuals prefer some aspects of any cognitive system to be internally consistent with themselves
(Sirgy, 1985). Following this rationale, consumers choose brands that connect with their values and align with their beliefs
(Eisingerich & Rubera, 2010). erefore, while we expect that the brand’s commitment to the context will mediate the eect
of context cues on attitude toward the ad and purchase intention, we also suggest that consumer involvement will moderate
the eect of such cues on the brand’s commitment. e indirect eect of context cues on attitude and purchase intention
explained by the perception of the brand’s commitment will be moderated by the consumer’s involvement, as we posit in this
moderated mediation hypothesis:
H3:
Consumer’s involvement with the context will moderate the indirect eect of context cues on attitudes toward the ad
(H3a) and purchase intention (H3b) through the brand’s commitment.
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Figure 2. Picture of the Commercials
Source: Own elaboration
3.3. Sample
is study was conducted in Spain, a European country signicantly aected by COVID-19, with a sample of 1,050 consumers
in December 2020. is sample was gender-balanced (
N
= 1050); 52.8% were female, and 47.2% were male, aged between
18 and 68 (
M =
37,
SD
= 10.53). e participants’ political ideology was progressive-leaning 28%, center-leaning 48%, and
conservative-leaning 23%. e selection of the sample was made employing a panel. All participants lived in the same country.
3.4. Dependent, mediating, and moderator variables
3.4.1. Attitude toward the ad and purchase intention
e ad’s evaluation scales were the attitude toward the ad and purchase intention. As we use a no real brand name, we
analyzed the attitude toward the ad and not toward the brand. Both measures were based on the Tucker and colleagues (2012)
scales, adapted from MacKenzie and Lutz’s (1989). ree 7-point Likert scales formed the attitude toward the ad. e rst
was whether the attitude was bad or good, the second was unpleasant or pleasant, and the third was unfavorable or favorable
(
M
= 5.10,
SD
= 1.35). e Cronbach Alpha coecient for this scale was .95; thus, a high coecient in the reliability tests. e
purchase intention was composed of two 7-point scales: to what extent would you consider that you will consume this product,
and to what extent is your willingness to buy the product (Cronbach
α
= .94,
M
= 4.62,
SD
= 1.65).
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6. Age
37.1710.53.017-.079***-.006.092***.259***1.00
7. Ideology
4.972.21.112***.127***.125***-.116***.052**.0061.00
Note.
Gender was coded as a dummy variable (0 = female, 1 = male). *
p
< .05, **
p
< .01, ***
p
< .001.
Source: Own elaboration
4.1. Hypotheses testing
We used the PROCESS macro to test the hypothesized model (Hayes, 2013). Two mediation models (model 4) and two
moderated mediation models (model 10) were estimated, two for each dependent variable. Bootstrapping procedures were
employed (10,000 bootstrap samples), and the 95% condence interval (CI) was computed. Sociodemographic variables
(gender, age, and ideology) were introduced as covariates in the analyses.
4.2. Type of COVID context cues in attitude toward the ad and purchase intention
Hypothesis 1 predicted that the commercial with a verbal cue would attain a more favorable attitude toward the ad (H1a) and
higher purchase intentions (H1b) than the ad with a visual cue. e type of cue did not directly aect the attitude toward the
ad (
B=
-.03,
SE
=.05,
t=
-.76,
p=
.444), but it had a signicant direct eect on the purchase intention. e verbal cue obtained a
higher purchase intention than the visual cue (
B=
-.26,
SE
=.05,
t=
-4.96,
p
< .001). ese results reject H1a and support H1b.
For exploratory purposes only, we tested the eect of the mere presence of context-related cues. As expected, COVID-related
cues did not have a direct eect on the attitude toward the ad (
B=
.01,
SE
=.03,
t=
.54,
p=
.590) nor on the purchase intention
(
B=
-.09,
SE
=.07,
t=
-1.33,
p=
.181). ere were also no interaction eects between context-related cues and modality on attitude
toward the ad (
B=
.10,
SE
=.06,
t=
1.73,
p=
.084), neither purchase intention (
B=
.01,
SE
=.03,
t=
.54,
p=
.590).
4.3. Brand’s commitment as a mediator and involvement as a moderator
Hypothesis 2 predicted an indirect eect of COVID-related cues on attitude toward the ad (H2a) and purchase intention
(H2b) through the brand’s commitment. ere was an indirect eect of context-related cues on attitude toward the ad through
brand’s commitment (
B
= .11,
SE
= .03, 95%
CI
[.05, .17]). Likewise, context cues indirectly aected purchase intention through
the brand’s commitment (
B
= .13,
SE
= .03, 95%
CI
[.06, .19]). ese results support H2.
Finally, Hypothesis 3 predicted that consumer involvement would moderate the indirect eect of context-related cues on
attitude toward the ad (H3a) and purchase intention (H3b) through the brand’s commitment. An exploratory factor analysis
(EFA) revealed that the ve items related to the involvement variable had factor loadings above .60 on one latent factor,
EV
= 67%;
α
= .83;
M
= 5.06,
SD
= .97. e distribution of the responses is reected in Figure 3.
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Figure 3. Histogram of the distribution of involvement with a normal curve
4.3. Brand’s commitment as a mediator and involvement as a moderator
Hypothesis
2
predicted an indirect effect of COVID
-related
cues on attitude toward the ad
(H2a)
and purchase intention
(H2b)
through the brand
’
s
commitment. There was an indirect effect of
context-related
cues on attitude toward the ad through brand
’
s
commitment (
B
= .11,
SE
= .03,
95%
CI
[.05, .17]
)
. Likewise, context cues indirectly affected purchase intention through the
brand’s commitment (
B
= .13,
SE
= .03,
95%
CI
[.06, .19]). These results support H2.
Finally, Hypothesis
3
predicted that consumer involvement would moderate the indirect effect
of context
-related
cues on attitude toward the ad
(H3a)
and purchase intention
(H3b)
through
the brand
’
s
commitment.
An exploratory factor analysis (EFA) revealed that the five items
related to the involvement variable had factor loadings above .60 on one latent factor,
EV
=
67%; α = .83;
M
= 5.06,
SD
= .97. The distribution of the responses is reflected in Figure 3.
Figure 3. Histogram of the distribution of involvement with a normal curve
Source: Own elaboration
Regarding the results, there was a significant interaction effect between context
-related
cues
and consumers
’
involvement
in
brand
’
s commitment (
B
= .16,
SE
= .05,
t
= 3.16,
p
= .002)
.
Moreover, a significant indirect effect of context cues on attitude toward the ad through brand
’
s
commitment moderated by the level of
consumer
involvement (
B
= .09,
SE
= .03,
95%
CI
[.03,
.16])
. Likewise, there was a significant indirect effect on purchase intention moderated by
consumer’s involvement
(
B
= .11,
SE
= .04,
95%
CI
[.04, .19]). Therefore,
H
ypothesis
3
is
supported.
Figure
4
shows the relationship between brand
’
s commitment to context and
consumers
’
involvement with context
.
Figure
3.
Histogram
of
the
distribution
of
involvement
with
a
normal
curve
Source:
Own
elaboration
Source: Own elaboration
Regarding the results, there was a signicant interaction eect between context-related cues and consumers’ involvement in
brand’s commitment (
B
= .16,
SE
= .05,
t=
3.16,
p=
.002). Moreover, a signicant indirect eect of context cues on attitude toward the
ad through brand’s commitment moderated by the level of consumer involvement (
B
= .09,
SE
= .03, 95%
CI
[.03, .16]). Likewise, there
was a signicant indirect eect on purchase intention moderated by consumer’s involvement (
B
= .11,
SE
= .04, 95%
CI
[.04, .19]).
erefore, Hypothesis 3 is supported. Figure 4 shows the relationship between brand’s commitment to context and consumers’
involvement with context.
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Figure 4. Conditional eect of context cues on brand commitment depending on the level of involvement
Source: Own elaboration
As shown in Figure 4, COVID-related cues in commercials increased the perception of the brand’s commitment, but only
among individuals with medium and high involvement. Moreover, the higher the consumers’ involvement, the higher the
perception of the brand’s commitment when context-related cues are included in commercials. erefore, this type of cue
indirectly enhanced attitude toward the ad and purchase intention by perceiving the brand’s commitment to context. e nal
structural model with non-standardized regression coecients (
B)
is shown in Figure 5.
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Figure 5. e Context Inuence Model
Source: Own elaboration
5. Discussion
This study aimed to examine the effect of including context
-related
cues
, referring to the
COVID-
19 pandemic, in commercials on consumers
’
attitude toward the ad and purchase
intention
explained
by the brand
’
s
commitment
to
the context and moderated by
consumers’
involvement with the context. We also tested the so
-
called Context Influence Model (CIM).
This research found that commercials with COVID
-related
cues
, compared to those
without
reference to the context situation
,
achieved a more favorable attitude toward the ad and a higher
purchase intention by increasing the perception of brand commitment.
T
he effect of
these
cues
on attitude toward the ad and purchase intention was mediated by the perception of the brand
’
s
commitment
as a significant effect. Moreover, results
indicated
that the influence of context
-
related
cues on brand
’
s commitment was moderated by the level of
consumers
’
involvement
with the context
,
so the effect was more significant for consumers who were medium or highly
involved. All in all, the results showed that including context cues
in
ads positively affected the
per
ception of the brand
’
s commitment to the pandemic for consumers who
were
medium or
highly involved with the COVID
-
19 situation. In turn, this perception of the brand
’
s
commitment enhance
d
the attitude toward the ad and purchase intention.
The results are in line with recent research supporting the critical and active role of brands
during a crisis (Das et al.
,
2018; Palihawadana et al.
,
2016; Sudbury
-
Riley
&
Kohlbacher,
2016), even defended by consumers (Just Capital
,
2020;
Kantar
’
s COVID Barometer
,
2020;
Rodero,
2020; Taylor
,
2020a). The types of commercials launched in uncertain times can
influence the consumers
’
perception of the brand. In this study, the brand
’
s commitment to the
crisis was so important that consumers defended that companies must be proactive in crises, in
part, with commercials reflecting somehow the context they are experiencing. This result also
supports the relevance of the Context Influence Model (CIM) proposed in this study. If the
consumer is worried by a specific context, commercials must reflect this situation to achieve a
higher perception of commitment, which in turn
impacts
attitudes and purchase intentions.
The findings can be interpreted according to the Heuristic Systematic Model of Information
Processing (HSM) (Chaiken 1980), on which we based the model (CIM). Introducing COVID
-
related cues increased the perceived brand’s commitment to the context and
attitudes toward
Consumers
Involvement
with
context
(Moderator)
Attitude
toward
the
ad
Purchase
intentions
Figure
5.
The
Context
Influence
Model
Type
of
cues
Advertising
context
cues
Brand
’
s
commitment
to
context
(Mediator)
.16**
.67**
.
6
1
*
*
*
.
7
3
*
*
*
-.26***
Source:
Own
elaboration
Source: Own elaboration
5. Discussion
is study aimed to examine the eect of including context-related cues, referring to the COVID-19 pandemic, in commercials
on consumers’ attitude toward the ad and purchase intention explained by the brand’s commitment to the context and
moderated by consumers’ involvement with the context. We also tested the so-called Context Inuence Model (CIM).
is research found that commercials with COVID-related cues, compared to those without reference to the context situation,
achieved a more favorable attitude toward the ad and a higher purchase intention by increasing the perception of brand
commitment. e eect of these cues on attitude toward the ad and purchase intention was mediated by the perception of the
brand’s commitment as a signicant eect. Moreover, results indicated that the inuence of context-related cues on brand’s
commitment was moderated by the level of consumers’ involvement with the context, so the eect was more signicant for
consumers who were medium or highly involved. All in all, the results showed that including context cues in ads positively
aected the perception of the brand’s commitment to the pandemic for consumers who were medium or highly involved with
the COVID-19 situation. In turn, this perception of the brand’s commitment enhanced the attitude toward the ad and purchase
intention.
e results are in line with recent research supporting the critical and active role of brands during a crisis (Das
et al.,
2018; Palihawadana
et al.,
2016; Sudbury-Riley & Kohlbacher, 2016), even defended by consumers (Just Capital, 2020;
Kantar’s COVID Barometer, 2020; Rodero, 2020; Taylor, 2020a). e types of commercials launched in uncertain times can
inuence the consumers’ perception of the brand. In this study, the brand’s commitment to the crisis was so important that
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| 189
consumers defended that companies must be proactive in crises, in part, with commercials reecting somehow the context
they are experiencing. is result also supports the relevance of the Context Inuence Model (CIM) proposed in this study.
If the consumer is worried by a specic context, commercials must reect this situation to achieve a higher perception of
commitment, which in turn impacts attitudes and purchase intentions.
e ndings can be interpreted according to the Heuristic Systematic Model of Information Processing (HSM) (Chaiken 1980),
on which we based the model (CIM). Introducing COVID-related cues increased the perceived brand’s commitment to the
context and attitudes toward the ad and purchase intention. e eect of such cues on attitude and purchase intention was
mediated by the perception of the brand’s commitment, as context-related cues are mere references that reect the situation
and are not strong arguments supporting the measures. erefore, we believe consumers engaged in rapid information
processing by association: “I am very concerned about the pandemic,” “everyone is worried and talking about this crisis.” us,
if a brand reects the situation, consumers understand that this company is also worried about the context, and this perceived
commitment changes consumers’ attitude and increases their purchase intentions.
Regarding consumers’ involvement with context, previous studies have shown that the more interested, concerned, or aware
an individual is on a topic, the more likely to be persuaded or raise a positive attitude toward that information or products
aligned with their beliefs, needs, and motivations. is idea might lead us to deduce that medium and highly involved
consumers’ processing could have been systematic. However, the eect of the context-related cues in attitude and purchase
intention was not direct but mediated by the brand’s commitment. erefore, we are inclined to attribute this indirect eect to
a heuristic more than systematic processing or both processes co-occurring in dierent parts. HSM considers that both types
of processing can happen simultaneously, or one mode can dominate. Previous empirical research has reported the role of
both systematic and heuristic processing as a mediator of advertising’s eect on attitudes (MacKenzie & Spreng, 1992). We
suggest that, in a crisis context, heuristic processing could dominate when the message is only based on basic cues aligned
with an individual’s beliefs and proven to be congruent with the context they are living in, such as when individuals have a
high involvement with the COVID context, as in our study. erefore, our results conrm that consumers’ involvement with
the context should be considered when analyzing the inuence of commercials on brand’s commitment, attitudes toward the
ad, and purchasing.
Finally, regarding the type of context-related cue (visual vs. verbal), there were no direct eects on attitude or indirect through
the brand’s commitment. However, the verbal message had a direct inuence on purchase intentions. Although previous
studies about modality were inconclusive, some showed that print ads were the most understood and eective (Chaiken &
Eagly, 1976; Jacoby
et al.,
1983). In our study, the ad with the image of a woman wearing a face mask could have directly
impacted the participants, mainly as images are automatically processed, thus, with little eort (Schneider & Chein, 2003).
However, our results show that a visual cue did not improve the attitude toward the ad more than a verbal cue. is variable
had no signicant results between the visual and verbal cues. e verbal cue had a signicant eect on purchase intentions.
Considering the known emotional activation of the audio modality on the receiver, we suggest that this commercial stimulated
a concrete mental image of the complex situation that many consumers were living in and, therefore, created a powerful
emotional connection, according to previous studies (Bolls, 2002; Rodero, 2012). In the form of a COVID-related cue, this
emotional activation could have led to a concurrency of types of processing, systematic and heuristic.
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is study has some limitations that must be considered when interpreting the results. Although we produced the commercials
trying to avoid many dierences, nding some is logical, as they were elaborated in two dierent modalities with various
elements. e picture was a static image portraying one concrete moment in the gym. However, there were no images in the
audio version, just a voice explaining the product. is female voice could also aect the results. erefore, future research
should explore other types of cues (visual, sound, text…) and test the eect of dierent strategies to explore their inuence on
the model.
6. Conclusions
ree major conclusions can be drawn from the study’s results. First, commercials with context-related cues achieved the most
favorable attitude toward the ad and purchase intentions mediated by the perception of the brand’s commitment. us, brand’s
commitment to context is an essential variable to consider when creating commercials in times of uncertainty. Secondly,
consumers’ involvement with the context is a determinant variable in deciding consumers’ response to advertising. ose
highly worried about the pandemic assessed the brand’s commitment with the highest level and subsequently reported more
positive attitudes toward the ad and purchase intention. Overall, consumers think that brands must be implicated in crises and
contribute to nding possible solutions to reduce their impact, and thus, commercials must reect the current situation. us,
introducing some context-related cues to the pandemic in commercials is eective and improves the consumers’ response
to current advertising. Finally, the commercial with verbal cues obtained the highest purchase intentions, but there were no
dierences in the attitude toward the ad.
7. Acknowledgements
is article has been translated into Spanish by the authors.
is research was supported by the Communication, Advertising, and Society (CAS) research group at UPF. We are grateful for
their valuable assistance and support in the development of this study, particularly in facilitating access to relevant resources
and funding
.
Rodríguez-de-Dios holds a Ramón y Cajal Grant (RYC2021-033612-I) funded by MICIU/AEI/10.13039/501100011033 and by
European Union NextGenerationEU/PRTR.
Sara Vinyals-Mirabent is a Serra Húnter fellow.
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| 191
8. Specic contributions of each author
Name and Surname
Conception and design of the workEmma Rodero, Sara Vinyals
Methodology
Emma Rodero, Sara Vinyals
Data collection and analysisIsabel Rodr
íguez-de-Dios
Discussion and conclusionsOlatz Larrea
Drafting, formatting, version review and approval
Emma Rodero, Sara Vinyals, Isabel Rodríguez-de-Dios,
Olatz Larrea
9. Conict of interest
e authors declare that there is no conict of interest contained in this article.
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