.png){kind=logo}
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.
(1999) 기업 포지셔닝이 소비자 지각에 미치는 영향 정보처리와 스키마를 중심으로 ,
(2003) 인지욕구와 자기감시가 제품속성에 대한 반응시간에 미치는 영향,
(2000) 광고 불일치성과 광고기억 정보처리양식의 조절적 역할,
(1998) 소비자 반응양식, 사전지식, 인지욕구가 소비자 정보획득 과정에 미치는 영향.,
(2000) 제품군에 대한 지식수준과 정보모드가 선호판단상의 비교방향효과에 미치는 영향,
(1987) Dimension of expertise Journal of Consumer Research,
(1981) The role of schema in memory for places,
(1979) Prototypes in person perception Advances in Experimental Social Psychology, Academic Press
(1982) Applications to social perception The 17th annual Carnegie symposium on cognition, In Clark
(1986) Developments in schema-triggered affect Handbook of motivation and cognition Foundations of social behavior, Guilford Press
(1999) Global product stereotypes and heuristic processing: The impact of ambient task complexity.,
(1981) Cognitive representations of persons,
(1992) The role of expectancy and relevancy in memory for verbal and visual information What is incongruency? Journal of Consumer Research,
(1983) Research in Organizational Behavior, JAI Press
(1983) Representation- saving effects of prior knowledge in memory for simple technical prose,
(1984) Journal of Consumer Research,
(1992) Conceptuali- zation and operationalization of retail store image A case of rival middle-level theories Journal of the Academy of Marketing Science,
Keller, (1987) Memory factors in advertising The effect of advertising retrieval cues on brand evaluations Journal of Consumer Research,
(2000) Interference effects of contextual cues in advertisements on memory for ad content,
(1996) The effect of type of elaboration on advertisement processing and judgment,
(1989) Journal of Personality and Social Psychology,
(1983) A model of consumer information search behavior for new automobiles Journal of Consumer Research,
(1977) Studies in Cross-cultural Psychology, Academic Press
(1985) Effects on evaluation strategies mediating consumer judgments Journal of Consumer Research,
(1996) On the substitutability of self-protective mechanisms., Guilford Press
(1996) On the substitutability of self-protective mechanisms , Guilford Press