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- Publisher
- Taylor & Francis
- Copyright
- © 2004 Advertising Association
- ISSN
- 1759-3948
- eISSN
- 0265-0487
- DOI
- 10.1080/02650487.2004.11072887
- Publisher site
- See Article on Publisher Site
Abstract
The roles of two constructs of consumer knowledge — self-assessed product knowledge and objective product knowledge — are examined in an experiment in which consumers read ads for high-tech products containing high and low levels of technical language. Interactions between gender and the two consumer knowledge measures were also explored. Self-assessed knowledge was a better predictor of participants. Cognitive responses and general attitudinal evaluations. Objective knowledge, on the other hand, was a better predictor of ratings for specific product attributes. These differential results are considered with respect to the role of technical language in consumer information search strategies.
Journal
International Journal of Advertising – Taylor & Francis
Published: Jan 1, 2004