The DOI matches its Crossref record.
The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments
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.
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Citations
Cited by
Park, D.-H., & Kim, S. (2008) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2007.12.001 · Cited by 837
Tsiros, M., & Heilman, C. M. (2005) · Journal of Marketing · doi:10.1509/jmkg.69.2.114.60762 · Cited by 405
Comparing Consumers’ Recall of Prepurchase and Postpurchase Product Evaluation Experiences
Gardial, S. F., Clemons, D. S., Woodruff, R. B., Schumann, D. W., & Burns, M. J. (1994) · Journal of Consumer Research · doi:10.1086/209369 · Cited by 392
Lee, Y., & Colarelli O'Connor, G. (2003) · Journal of Product Innovation Management · doi:10.1111/1540-5885.t01-1-201002 · Cited by 348
Park, C. W., Jun, S. Y., & Macinnis, D. J. (2000) · Journal of Marketing Research · doi:10.1509/jmkr.37.2.187.18731 · Cited by 316
Metadata
- Authors
- Maheswaran, D., & Sternthal, B.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1990-06
- Volume
- 17
- Issue
- 1
- Pages
- 66
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2003685176
- Cited by
- 365
- References
- 0
- FWCI
- 19.52
- Type
- journal article
- Language
- en
- Open access
- closed
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- Maheswaran, D., & Sternthal, B. (1990). The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments. Journal of Consumer Research. https://doi.org/10.1086/208537
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Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
