| Author: | Meeds, R. |
| Title: | Cognitive and attitudinal effects of technical advertising copy : the roles of gender, self-assessed and objective consumer knowledge |
| Journal: | International Journal of Advertising
2004 : VOL. 23:3, p. 309-335 |
| Index terms: | ADVERTISING CONSUMERS KNOWLEDGE |
| Language: | eng |
| Abstract: | This article examines consumer knowledge in an experiment where consumer read ads for high and low levels of technical language. The author´s of this article also explore the roles of two constructs of consumer knowledge. These constructs are self-assessed product knowledge and objective product knowledge. In results are concerned the role of technical language in information search strategies of consumers. |
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