Consumer Behavior
The Effect of Terminologies on Attitudes toward Advertisements and Brands: Consumer Product Knowledge as a Moderator Author(s): Shih-Chieh Chuang, Chia-Ching Tsai, Yin-Hui Cheng and Ya-Chung Sun Reviewed work(s): Source: 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: 19/02/2013 01:24
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JBus Psychol (2009) 24:485-491
DOI 10.1007/s 10869-009-9122-4
The Effect of Terminologies on Attitudes Toward Advertisements and Brands:
Yin-Hui
Consumer
Product
Knowledge
as a Moderator
Shih-Chieh Chuang Cheng
Chia-Ching Ya-Chung Sun
Tsai
?
Publishedonline: 2 July 2009
Springer Science+Business Media,
LLC
2009
Abstract The purpose of this study is to investigate the Purpose relationship between advertisement terminology and con sumer product knowledge in the attitudes toward adver tisements and brands. De sign/Methodology/Approach One hundred and twenty undergraduates participated in a 2 x 2 (terminologies are used versus terminologies are not used x high consumer product knowledge versus low consumer product knowl edge) between-subjects design. Low consumer product knowledge
Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp
.
JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.
.
Springer is collaborating with JSTOR to digitize, preserve and extend access to Journal of Business and Psychology.
http://www.jstor.org
This content downloaded on Tue, 19 Feb 2013 01:24:16 AM All use subject to JSTOR Terms and Conditions
JBus Psychol (2009) 24:485-491
DOI 10.1007/s 10869-009-9122-4
The Effect of Terminologies on Attitudes Toward Advertisements and Brands:
Yin-Hui
Consumer
Product
Knowledge
as a Moderator
Shih-Chieh Chuang Cheng
Chia-Ching Ya-Chung Sun
Tsai
?
Publishedonline: 2 July 2009
Springer Science+Business Media,
LLC
2009
Abstract The purpose of this study is to investigate the Purpose relationship between advertisement terminology and con sumer product knowledge in the attitudes toward adver tisements and brands. De sign/Methodology/Approach One hundred and twenty undergraduates participated in a 2 x 2 (terminologies are used versus terminologies are not used x high consumer product knowledge versus low consumer product knowl edge) between-subjects design. Low consumer product knowledge