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ISSN : 1229-8778
This study examined the effects of prior knowledge, context of advertisement and ad processing goals on ad information processing. For this study, it was necessary to observe the contrary hypothesis between two information processing theories: category process and piecemeal process. The results showed that the consumers with high level of prior knowledge used a category-based process when the context between ad and product was congruent and a piecemeal process when the context was not congruent. The consumers with low level of prior knowledge used a piecemeal process regardless of the context. In addition, for the ad processing goal, consumers used a category process when the ad context was congruent and a piecemeal process when it was not congruent. Also, in the case of product processing goal, they used a piecemeal process regardless of the context.
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