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 varying degrees of knowledge in specific product domains respond to print advertisements that contain technical information. Consumer-level differences in how people process persuasive messages have a direct bearing on strategies for advertising copywriting. For example, the comprehension-enhancing goals of simple advertising copy...

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