Contextual Priming Effects in Print Advertisements: The Moderating Role of Prior Knowledge

This study examines the moderating effect of prior knowledge on the degree to which contextual priming influences evaluations of an ambiguous product (i.e., a product that can be evaluated in various ways) in the ad. Before subjects saw an ad containing ambiguous product information, one of the two...

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Bibliographic Details
Published in:Journal of advertising 1993-03, Vol.22 (1), p.1-10
Main Author: Yi, Youjae
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising research
Automobiles
Brands
Characteristics
Consumer advertising
Consumer attitudes
Consumer behavior
Consumer research
Consumers
Copy
Fuel efficiency
Influence
Knowledge
Memory
Memory interference
Multivariate analysis
Priming (Psychology)
Print advertising
Prior learning
Product information
Social research
Statistical analysis
Studies
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Summary:This study examines the moderating effect of prior knowledge on the degree to which contextual priming influences evaluations of an ambiguous product (i.e., a product that can be evaluated in various ways) in the ad. Before subjects saw an ad containing ambiguous product information, one of the two product attributes pertinent to product evaluations had been brought to mind through contextual priming. Contextual priming had pronounced effects on brand evaluations among moderate-knowledge subjects, but the effects on low- and high-knowledge subjects diminished sharply. By showing that ad context can inhibit or facilitate the effects of a particular ad on brand evaluations and that the effects vary as a function of consumer knowledge, the study provides insights into the situations when contextual effects may be strong.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1993.10673391