Bradley III, S. D., & Meeds, R. (2004). The effects of sentence-level context, prior word knowledge, and need for cognition on information processing of technical language in print ads. Journal of Consumer Psychology, 14(3), 291-302.

Bradley III, S.; Meeds, R.

2004

Bradley III, S. D., & Meeds, R. (2004). The effects of sentence-level context, prior word knowledge, and need for cognition on information processing of technical language in print ads. Journal of Consumer Psychology, 14(3), 291-302.

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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.

Providing explanatory context at the sentence level increased the comprehensibility of the message. Further, when context was ambiguous, participants' comprehension was no better than controls who did not even see the ads. We also found that the people most likely to respond negatively to jargon in ads, are those low in need for cognition. If the ads are trying to attract new consumers or those with less motivation to find out what makes the product superior, then they are likely to have little effect if technical terms are not accompanied by explanatory context.

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