Healthy Skepticism Library item: 13293

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Maheswaranand D, Sternthal B.
The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments
Journal of Consumer Research 1990 Jun; 17:(1):66-73
http://www.journals.uchicago.edu/action/jstor?sici=0093-5301%28199006%2917%3A1%3C66%3ATEOKMA%3E2.0.CO%3B2-C&doi=10.1086%2F208537

Abstract:

We examined the effects of knowledge, motivation, and the type of message on ad processing and on product judgments. The data suggest that, regardless of subjects’ prior knowledge, they could be motivated to process message information in detail. However, experts and novices differed in the types of information that prompted detailed message processing. Experts are more likely to process a message in detail when given only attribute information, while novices are more likely to do so when given benefit (or benefit and attribute) information. Experts and novices also differed in how they processed messages; experts’ detailed message processing was evaluative, while novices’ was more literal.

Keywords:
*MOTIVATION (Psychology) *CONSUMERS' preferences *ADVERTISING *PRODUCT acceptance *CONSUMERS -- Attitudes *EXPERTISE *ANALYSIS of variance LEARNING JUDGMENT ATTRIBUTE (Philosophy)