Abstract Purpose The purpose of this study is to investigate the relationship between advertisement terminology and consumer product knowledge in the attitudes toward advertisements and brands. Design/Methodology/Approach One hundred and twenty undergraduates participated in a 2 9 2 (terminologies are used versus terminologies are not used 9 high consumer product knowledge versus low consumer product knowledge) between-subjects design. | J Bus Psychol 2009 24 485-491 DOI s10869-009-9122-4 The Effect of Terminologies on Attitudes Toward Advertisements and Brands Consumer Product Knowledge as a Moderator Shih-Chieh Chuang Chia-Ching Tsai Yin-Hui Cheng Ya-Chung Sun Published online 2 July 2009 Springer Science Business Media LLC 2009 Abstract Purpose The purpose of this study is to investigate the relationship between advertisement terminology and consumer product knowledge in the attitudes toward advertisements and brands. Design 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 knowledge between-subjects design. Findings Low consumer product knowledge individuals form significantly more favorable advertisement attitudes and brand attitudes toward advertisements with terminologies than toward advertisements without terminologies but no differentially favorable advertisement attitudes and brand attitudes are formed for high consumer product knowledge individuals. Implications The interaction effects of message-level variables such as terminology and consumer-level Received and reviewed by former editor George Neuman. . Chuang Department of Business Administration National Chung Cheng University 168 University Rd. Min-Hsiung Chia-Yi Taiwan e-mail bmascc@ . Tsai National Yunlin University of Science and Technology Yunlin Taiwan . Cheng Department of International Business National Taichung University 140 Min-Shen Road Taichung 40306 Taiwan e-mail yinhui77@ . Sun Vanung University Chung-Li Taiwan variables such as consumer product knowledge are of importance. The effectiveness of advertisement terminologies depends on the levels of consumer product knowledge. Understanding the consumer-level variables of target markets before making advertisement decision is very critical. Techniques
