This paper investigates what moderating role consumers' prior consumption experience with the advertised product and their level of involvement play in the causal relationships among the stages of advertising effectiveness. The research results confirmed the causal relationship of advertising exposure → affective response → attitude toward the advertisement → attitude toward the brand. Moreover, this causal relationship was found to be relatively stronger in the group without product experience compared to the group with product experience, and within the experienced group, it was relatively stronger for low-involvement consumers compared to high-involvement consumers.