Elaborating on elaboration: the distinction between relational and item-specific elaboration

Article Abstract:

This article examines the distinction between and the effects of two different types of elaboration on various indicators of ad effectiveness. One type of elaboration, known as item-specific processing, emphasizes the distinctive features of each ad claim. A second type, called relational processing, highlights similarities (e.g., common themes) that link various ad claims. This study shows that recall of ad claims is enhanced when manipulations foster both types of elaboration simultaneously. However, recognition and clustered recall are enhanced only when manipulations invite item-specific and relational processing, respectively. Finally, data on product judgments, consumption intentions, and the correspondence between these types of responses suggest that item-specific processing may have more impact on these measures. (Reprinted by permission of the publisher.)

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Exploring differences in males' and females' processing strategies

Article Abstract:

Existing research suggests that, relative to males, females often are more concerned with the particulars of message claims when processing advertising messages. This research examines how males process messages, when gender differences in processing are likely to occur, and whether variance in either information availability (the extent of message encoding) or information accessibility (the richness of message encoding) is likely to mediate such differences. The findings suggest that whether gender differences in processing occur depends on the nature of the response task and the level of cue incongruity contained in the message. Differences in the accessibility of message cues and the genders' likelihood of using alternative processing strategies seem likely to account for these findings. (Reprinted by permission of the publisher.)

Females, Psychological research, Males

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The effect of knowledge, motivation, and type of message on ad processing and product judgements

Article Abstract:

We examined the effects of knowledge, motivation, and the type of message on ad processing and on product judgements. The data suggest that, regardless of subjects' prior knowledge, they could be motivated to process message information in detail. However, experts differed in the types of information that prompted detailed message processing. Experts are more likely to process a message in detail when given only attribute information, while novices are more likely to do so when given benefit (or benefit and attribute) information. Experts and novices also differed in how they processed messages; experts' detailed message processing was evaluative, while novices' was more literal. (Reprinted by permission of the publisher.)

Consumer preferences, Motivation research (Marketing)

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