search query: @indexterm Motivation research / total: 111
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| Author: | Maheswaran, D. Sternthal, B. |
| Title: | The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgements |
| Journal: | Journal of Consumer Research
1990 : JUNE, VOL. 17, p.66-73 |
| Index terms: | PRODUCT INFORMATION CONSUMER BEHAVIOUR MOTIVATION RESEARCH |
| Language: | eng |
| Abstract: | The effect of consumer knowledge, motivation on ad processing and product judgments are examined. The study presented indicates that experts and novices differ in the types of information that prompt them to process messages in detail. The nature of the detailed processing differs in accord with the consumer's knowledge. |
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