This paper examines how advertising distinctiveness influences cognitive and affective responses to advertising under varying levels of message content involvement. Major findings indicate facilitative effects of distinctive (versus nondistinctive) ad stimuli on net ad execution cognitive responses, net source cognitive responses, attitude-toward-the-ad, brand attitudes, and purchase intentions under low message content involvement. Unexpectedly, net product argument cognitive responses are greater for low message content involvement subjects under distinctive (versus nondistinctive) ad conditions. Under high message content involvement, however, cognitive and affective responses are not affected by distinctive ad conditions, as expected. Alternative explanations and implications for advertising research are discussed
