The study investigated the effect of using terminology in advertisements on consumer attitudes toward the ad and brand based on their level of product knowledge. It found that for consumers with low product knowledge, advertisements containing terminology had a greater positive impact on their attitudes than ads without terminology. However, for consumers with high product knowledge, there was little difference in attitudes between ads with and without terminology. The implications are that the effectiveness of ad terminology depends on the consumer's existing level of product knowledge.

1. The Effect of Terminologies
On
Attitudes Toward
Advertisements and Brands

2. • Journal of Business and Psychology
Vol. 24, No. 4 (Dec., 2009), pp. 485-491
• Published by: Springer Stable
• URL:http://www.jstor.org/stable/27753928
• Accessed: 02/04/2013 01:54
Source

3. Abstract
Purpose
• Investigation of advertisement
terminologies and its effect on consumer
behavior toward brands
Methodology
• 2x2
• Terminologies are used vs terminologies are
not used
• High consumer knowledge vs low consumer
knowledge

4. Abstract
Findings
• Advertisement with terminologies:
• Great impact on low consumer product
knowledge indivduals
• Less impact on high consumer product
knowledge individuals
Implications
• The effectiveness of advertisement
terminologies depends on level of consumer
product knowledge.

5. • One of the pioneering studies
• Examine the relationship between adverrtisement terminologies
and consumer product knowledge
• Prior studies on advertisements effects assocciated with the use
of advertisement terminalogies ignored the influence of
consumer product knowledge
Value of research

6. Introduction
Advertisement terminologies refer to the scientific
functions of product based on scientific specifications and
technology
Example:
• Laptop (Core i3, core i5, core i7)
• GPRS (General Packet Radio Service) system of mobile
phone

7. Introduction
• The use of terminologies and advertisements can increase the
advertisement effectiveness. (Hong 2002)
• When the advertised products are more innovative, advertising
terminologies compel customers search about the product.
• Most consumers are ignorant of innovative products while they
might be knowledgeable about less innovative products
• This study focuses on advertising effectiveness of terminologies for
consumers who possess a high and low level of product knowledge

8. • Hong 2002
• Stewart and Koslow 1989
• Petty and Cacioppo 1986
• Mueller 1992

9. Hypothesis
• Advertisements that contain terminologies will
cause better attitudes toward advertisements
than those without terminologies.
• Advertisements that contain terminologies will
cause better attitudes toward brands than those
without terminologies.

10. Measurement of Attitudes
Toward
Advertisement and Brand
Muehling and Laczniak

11. • This study used eight 5-point scales ranging from 1 to 5 to
measure advertisement attitude.
• The larger numbers indicated more positive responses to the
advertisements.
• The participants were asked to indicate their attitude toward
advertisements by completing the statement, e.g.
"The advertisement was..." not attractive-attractive, bad-
good, unpleasant-pleasant, unfavorable-favorable,
dislike-like, dull-dynamic, depressing refreshing etc.
Advertisement Attitude

12. • measured by using the six 5-point scales ranging from 1 to 5
• The larger numbers indicated more positive attitude toward
the brand.
• participants were asked to complete the statement,
• "My attitude toward the e-play cell phone was..." bad-good,
unfavorable-favorable, negative-positive, unlikable-like able,
unattractive-attractive etc.
Brand Attitude

13. Means of attitude toward
advertisement of each treatment

15. Means of attitudes toward brands of
each treatment

17. Conclusion
• The study concludes that the consumers low in product
knowledge( less familiar with specialized information) consumers
atttiude towards brands would be enhanced by using
terminologies.
• The use of terminologies has become popular across varied
product catagories i.e. the GPRS system of mobile phones, the
ABS system of vehicles, the ZPT ingredients of anti dandruff
shampoo.

18. • Participants were asked to read leaflets and answered
the questionaire in a limited period of time which is
different from real life situation
• The sample size was small and there was only one
experiment object.

19. • Future research should improve on these two
aspects and continue to build the theory

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