The Role of Prior Knowledge in Advertisement Evaluation

Yu Hu, Virginia Polytechnic Institute and State University
This research investigates how prior knowledge influences consumers’ evaluation of advertising messages. Results from a lab experiment reveal that when message processing motivation is low, subjects evaluate more positively the advertisement whose salient feature matches the accessible knowledge about the advertised product. When message processing motivation is high, subjects do not rely on their prior knowledge to make judgments. A second experiment is planned to test the external validity of the findings and to provide managerial implications for marketing communication practitioners.
[ to cite ]:
Yu Hu (2007) ,"The Role of Prior Knowledge in Advertisement Evaluation", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 414-417.