The Moderating Effects of Product Type and Consumer Knowledge on Consumers' Responses to Objective Versus Subjective Information in Print Persuasive Communications
Hsu, Chung-Kue
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https://hdl.handle.net/2142/84600
Description
Title
The Moderating Effects of Product Type and Consumer Knowledge on Consumers' Responses to Objective Versus Subjective Information in Print Persuasive Communications
Author(s)
Hsu, Chung-Kue
Issue Date
1998
Doctoral Committee Chair(s)
Monroe, Kent B.
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Language
eng
Abstract
An experiment with 280 student subjects was conducted to test the hypotheses. We had two manipulated independent variables: information objectivity (four levels) and product type (two classes), and one measured independent variable: product knowledge. The dependent variables used in this research were beliefs, credibility, thought favorability, ad attitudes, product attitudes and purchase intentions. Overall, across two products and two knowledge groups, objective information was found to be superior to subjective information only in influencing subjects' beliefs and credibility ratings, but not in affecting their attitudes or behavioral intentions. Possible reasons that accounted for our findings were discussed. Finally, the research, managerial, and public policy implications, the limitations and future research directions were proposed.
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