TY - JOUR
AU1 - Meeds, Robert
AB - The roles of two constructs of consumer knowledge — self-assessed product knowledge and objective product knowledge — are examined in an experiment in which consumers read ads for high-tech products containing high and low levels of technical language. Interactions between gender and the two consumer knowledge measures were also explored. Self-assessed knowledge was a better predictor of participants. Cognitive responses and general attitudinal evaluations. Objective knowledge, on the other hand, was a better predictor of ratings for specific product attributes. These differential results are considered with respect to the role of technical language in consumer information search strategies.
TI - Cognitive and attitudinal effects of technical advertising copy: the roles of gender, self-assessed and objective consumer knowledge
JF - International Journal of Advertising
DO - 10.1080/02650487.2004.11072887
DA - 2004-01-01
UR - https://www.deepdyve.com/lp/taylor-francis/cognitive-and-attitudinal-effects-of-technical-advertising-copy-the-DhY8ezSn4k
SP - 309
EP - 335
VL - 23
IS - 3
DP - DeepDyve
ER -