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Title:The Moderating Effects of Product Type and Consumer Knowledge on Consumers' Responses to Objective Versus Subjective Information in Print Persuasive Communications
Author(s):Hsu, Chung-Kue
Doctoral Committee Chair(s):Monroe, Kent B.
Department / Program:Business Administration
Discipline:Business Administration
Degree Granting Institution:University of Illinois at Urbana-Champaign
Subject(s):Business Administration, Marketing
Abstract:An experiment with 280 student subjects was conducted to test the hypotheses. We had two manipulated independent variables: information objectivity (four levels) and product type (two classes), and one measured independent variable: product knowledge. The dependent variables used in this research were beliefs, credibility, thought favorability, ad attitudes, product attitudes and purchase intentions. Overall, across two products and two knowledge groups, objective information was found to be superior to subjective information only in influencing subjects' beliefs and credibility ratings, but not in affecting their attitudes or behavioral intentions. Possible reasons that accounted for our findings were discussed. Finally, the research, managerial, and public policy implications, the limitations and future research directions were proposed.
Issue Date:1998
Description:203 p.
Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 1998.
Other Identifier(s):(MiAaPQ)AAI9912271
Date Available in IDEALS:2015-09-25
Date Deposited:1998

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