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ISSN : 1229-8778
This study investigates how consumers' response vary with the level of need for cognition, media type and the conclusive presentation type of advertising copy. The results show that as follows. The main effect of need for cognition variable is statistically significant in several dependent variables: the attitude toward the advertisement, the attitude toward the brand, and the brand awareness. Also, the main effect of the media type is statistically significant in several dependent variables: the brand awareness, the advertiser credibility, and the purchase intention. The two-way interaction effect of the media type and the conclusive presentation type is statistically significant in variables such as the attitude toward the advertisement, the attitude toward the brand, the brand awareness, and the purchase intention. And the two-way interaction effect of the media type and the level of need for cognition is statistically significant in variables such as the attitude toward the advertisement, the attitude toward the brand, the brand awareness, the advertiser credibility, and the purchase intention. The two-way interaction effect of the conclusive presentation type of copy and the level of need for cognition is also statistically significant in those dependent variables such as the attitude toward the advertisement, the attitude toward the brand, the brand awareness, the advertiser credibility, and the purchase intention. Finally, there is statistically significant three-way interaction effect among independent variables in two dependent variables: the brand awareness and the purchase intention.
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