Literal versus extended symbolic messages and advertising effectiveness: The moderating role of need for cognition

Psychology and Marketing

Volumn 23, Issue 4, 2006, Pages 273-295

  Brennan, Ian ^a   Bahn, Kenneth D ^b  

^a Malik and Seeme Hasan School of Business   (United States)

^b JAMES MADISON UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 33645792996     PISSN: 07426046     EISSN: 15206793     Source Type: Journal    
DOI: 10.1002/mar.20111     Document Type: Article

References (50)

1. Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13, 411-454.
2. Anand, P., & Sternthal, B. (1989). Strategies for designing persuasive messages: Deductions from the resource matching hypothesis. In P. Cafferata & A. Tybout (Eds.), Cognitive and affective responses to advertising (pp. 135-159). Lexington, MA: Lexington Books.
3. Andrews, J. C., & Durvasula, S. (1991). Suggestions for manipulating and measuring involvement in advertising message content. In R. H. Holman & M. R. Solomon (Eds.), Advances in consumer research (Vol. 18, pp. 194-201). Provo, UT: Association for Consumer Research.
4. Berlyne, D. E. (1971). Aesthetics and psychobiology. New York: Appleton-Century-Crofts.
5. Brown, S. P., & Stayman, D. M. (1992). Antecedents and consequences of attitude towards the ad: A meta analysis. Journal of Consumer Research, 19, 34-51.
6. Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42, 116-131.
7. Cacioppo, J. T., Petty, R. E., & Kao, C. F. (1984). The efficient assessment of need for cognition. Journal of Personality Assessment, 48, 306-307.
8. Cacioppo, J. T., Petty, R. E., & Morris, K. M. (1983). Effect of need for cognition on message evaluation, recall and persuasion. Journal of Personality and Social Psychology, 45, 805-818.
9. Clark, H. H., & Lucy, P. (1975). Understanding what is meant from what is said: A study in conversationally conveyed requests. Journal of Verbal Learning and Verbal Behavior, 14, 56-72.
10. Coulter, K. S. (2004). An examination of qualitative versus quantitative elaboration likelihood effects. Psychology & Marketing, 22, 31-49.
11. Hahn, M., & Hwang, I. (1999). Effects of tempo and familiarity of background music on message processing in TV advertising: A resource matching perspective. Psychology & Marketing, 16, 659-675.
12. Hawkes, T. (1972). Metaphor. In J. D. Jump (Ed.), The critical idiom. London: Methuen.
13. Hitchon, J. (1991). Effects of metaphorical and literal headlines on advertising persuasion. In R. H. Holman & M. R. Solomon (Eds.), Advances in consumer research (Vol. 18, pp. 752-753). Provo, UT: Association for Consumer Research.
14. Kardes, F. R. (1988). Spontaneous inference processes in advertising: The effects of conclusion omission and involvement on persuasion. Journal of Consumer Research, 15, 225-233.
15. Kardes, F. R. (1993). Consumer inference: Determinants, consequences and implications for advertising. In A. A. Mitchell (Ed.), Advertising exposure, memory and choice (pp. 163-191). Hillsdale, NJ: Lawrence Erlbaum.
16. Korg, J. (1962). An introduction to poetry. New York: Holt, Rinehart & Winston.
17. Leigh, J. H. (1994). The use of figures of speech in print ad headlines. Journal of Advertising, 23, 17-33.
18. Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. In L. F. Alwitt & A. A. Mitchell (Eds.), Psychological processes and advertising effects: Theory, research and applications (pp. 45-63). Hillsdale, NJ: Lawrence Erlbaum.
19. MacInnis, D. J., & Jaworski, B. J. (1989). Information processing from advertisements: Toward an integrative framework. Journal of Marketing, 53, 1-23.
20. MacInnis, D. J., Moorman, C., & Jaworski, B. J. (1991). Enhancing and measuring consumers' motivation, opportunity, and ability to process brand information from ads. Journal of Marketing, 55, 32-53.
21. MacKenzie, S., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretext context. Journal of Marketing, 53, 48-65.
22. MacKenzie, S., Lutz, R. J., & Belch, G. E. (1986). The role of attitude towards the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23, 130-143.
23. MacKenzie, S., & Spreng, R. A. (1992). How does motivation moderate the impact of central and peripheral processing on brand attitudes and intentions? Journal of Consumer Research, 18, 319-329.
24. Martin, B. A., Sherrard, M. J., & Wentzel, D. (2004). The role of sensation seeking and need for cognition on web-site evaluations: A resource matching perspective. Psychology & Marketing, 22, 109-126.
25. McQuarrie, E. F., & Mick, D. G. (1992). On resonance: A critical pluralistic inquiry into advertising rhetoric. Journal of Consumer Research, 19, 180-197.
26. McQuarrie, E. F., & Mick, D. G. (1996). Figures of rhetoric in advertising language. Journal of Consumer Research, 22, 424-438.
27. Meyers-Levy, J., & Peracchio, L. (1995). Understanding the effects of color. How the correspondence between required and available resources affects attitudes. Journal of Consumer Research, 22, 121-138.
28. Meyers-Levy, J., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluations. Journal of Consumer Research, 16, 39-54.
29. Miniard, P. W., Bhatla, S., & Rose, R. L. (1990). On the formation and relationship of ad and brand attitudes: An experimental and causal analysis. Journal of Marketing Research, 27, 290-303.
30. Morgan, S. E., & Reichert, T. (1999). The message is in the metaphor: Assessing the comprehension of metaphors in advertisements. Journal of Advertising, 28, 55-65.
31. Muehling, D. D., Laczniek, R. N., & Stoltman, J. J. (1991). The moderating effects of ad message involvement: A reassessment. Journal of Advertising, 20, 29-38.
32. Pawlowski, D. R., Badzinski, D. M., & Mitchell, N. (1998). Effects of metaphors on children's comprehension and perception of print advertisements. Journal of Advertising, 27, 83-98.
33. Peracchio, L. A., & Meyers-Levy, J. (1994). How ambiguous cropped objects in ad photos can affect product evaluations. Journal of Consumer Research, 21, 190-204.
34. Peracchio, L. A., & Meyers-Levy, J. (1997). Evaluating persuasion enhancing techniques from a resource matching perspective. Journal of Consumer Research, 24, 178-191.
35. Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer-Verlag.
36. Phillips, B. J. (1997). Thinking into it: Consumer interpretation of complex advertising images. Journal of Advertising, 28, 77-87.
37. Reece, B. B., Vanden Bergh, B. G., & Li, H. (1994). What makes a slogan and who remembers it. Journal of Current Issues and Research in Advertising, 16, 42-57.
38. Richins, M., & Bloch, P. H. (1986). After the new wears off: The temporal context of product involvement. Journal of Consumer Research, 13, 280-285.
39. Ross, W. T., Jr., & Creyer, E. H. (1993). Interpreting interactions: Raw means or residual means? Journal of Consumer Research, 20, 330-338.
40. Sawyer, A. G. (1988). Can there be effective advertising without explicit conclusions? Decide for yourself. In S. Hecker & D.W. Stewart (Eds.), Nonverbal communication in advertising (pp. 159-184). Lexington, MA: D.C. Heath.
41. Sawyer, A. G., & Howard, D. J. (1991). Effects of omitting conclusions in advertisements to involved and uninvolved audiences. Journal of Marketing Research, 28, 467-474.
42. Schoorman, F. D., Bobko, P., & Rentsch, J. (1991). The role of theory testing in hypothesized interactions: An example from the research on escalation of commitment. Journal of Applied Social Psychology, 21, 1338-1355.
43. Stayman, D. M., & Kardes, F. R. (1992). Spontaneous inference processes in advertising: Effects of need for cognition and self-monitoring on inference generation and utilization. Journal of Consumer Psychology, 1, 125-142.
44. Stern, B. B. (1988). Medieval allegory: Roots of advertising strategy for the mass market. Journal of Marketing, 52, 84-94.
45. Stern, B. B. (1990a). Other speak: Classical allegory and contemporary advertising. Journal of Advertising, 19, 14-26.
46. Stern, B. B. (1990b). Beauty and joy in metaphorical advertising: The poetic dimension. In M E. Goldberg, G. Gorn, & R. Pollay (Eds.), Advances in consumer research (Vol. 17, pp. 185-190). Provo, UT: Association for Consumer Research.
47. Thomas, O. P. (1969). Metaphor and related subjects. New York: Random House.
48. Toncar, M., & Munch, J. (2001). Consumer responses to tropes in print advertising. Journal of Advertising, 30, 55-65.
49. Umesh, U. N., Peterson, R. A., McCann-Nelson, M., & Vaidyanathan, R. (1996). Type IV error in marketing research: The investigation of ANOVA interactions. Journal of the Academy of Marketing Science, 24, 17-26.
50. Zhang, Y. (1996). Responses to humorous advertising: The moderating role of need for cognition. Journal of Advertising, 25, 15-32.