Abstract
Abstract Abstract This paper presents conceptual and empirical evidence regarding consumers' cognitive responses to advertising and trial for a low-cost/risk product. Three dimensions of cognitive responses—belief strength, belief confidence, and product curiosity—are defined and examined from the perspective of expectancy-value theory. A recent expectancy-value-based model (the integrated information-response model) is used to make specific predictions about consumers' cognitive responses to product information. A study is reported that compares the actual cognitive responses of consumers to the model's theoretical predictions. Implications for advertising research and practice are discussed.
Keywords
CuriosityAdvertisingProduct (mathematics)PsychologyCognitionSocial psychologyMarketingBusinessMathematics
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Publication Info
- Year
- 1988
- Type
- article
- Volume
- 17
- Issue
- 3
- Pages
- 3-14
- Citations
- 230
- Access
- Closed
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Cite This
Robert E. Smith,
William R. Swinyard
(1988).
Cognitive Response to Advertising and Trial: Belief Strength, Belief Confidence and Product Curiosity.
Journal of Advertising
, 17
(3)
, 3-14.
https://doi.org/10.1080/00913367.1988.10673118
Identifiers
- DOI
- 10.1080/00913367.1988.10673118