Detail The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments (The Journal of Consumer Research, Vol. 17, No. 1, June 1990) Bibliografi Author: Maheswaran, Durairaj ; Sternthal, Brian Bahasa: (EN )     Penerbit: The University of Chicago Press     Tempat Terbit: Chicago    Tahun Terbit: 1990     Jenis: Article - diterbitkan di jurnal ilmiah internasional Fulltext: consumer research journal 2.pdf (249.64KB; 8 download) 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. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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