The Role of Prior Knowledge in Advertisement Evaluation

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.


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.


Yu Hu, Virginia Polytechnic Institute and State University


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Can “Related Articles” Correct Misperceptions from False Information on Social Media?

Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA

Read More


H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption

Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management

Read More


Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media

Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.