The Effects of Sentence-Level Context, Prior Word Knowledge, and Need for Cognition on Information Processing of Technical Language in Print Ads

Abstract

An experiment was conducted to examine the effects of sentence‐level context, prior word knowledge, and need for cognition on responses to print ads for technical products. Words and phrases that help readers understand technical language in context increased the supportive arguments generated in response to ads, whereas prior word knowledge and need for cognition primarily influenced neutral thoughts. Only explanatory language facilitated the comprehension of product information. Explanatory language led to an increase in attitudes and purchase intent. Need for cognition had a positive influence on attitude formation when the context language was ambiguous, but decreased attitude formation when the context language was explanatory. Results are consistent with predictions guided by a comprehension elaboration model of persuasion.