Cognitive and attitudinal effects of technical advertising copy: the roles of gender, self-assessed and objective consumer knowledge

The roles of two constructs of consumer knowledge and self-assessed product knowledge and objective product knowledge and are examined in an experiment in which consumers read ads for high-tech products containing high and low levels of technical language.

Cognitive And Attitudinal Effects Of Technical Advertising Copy: The Roles Of Gender, Self-Assessed And Objective Consumer Knowledge

Robert Meeds PhD Kansas State University

INTRODUCTION

This study addresses the question of how people with...