Cognitive Response to Advertising and Trial: Belief Strength, Belief Confidence and Product Curiosity

Abstract

This paper presents conceptual and empirical evidence regarding consumers' cognitive responses to advertising and trial for a low-cost/risk product. Three dimensions of cognitive responses—belief strength, belief confidence, and product curiosity—are defined and examined from the perspective of expectancy-value theory. A recent expectancy-value-based model (the integrated information-response model) is used to make specific predictions about consumers' cognitive responses to product information. A study is reported that compares the actual cognitive responses of consumers to the model's theoretical predictions. Implications for advertising research and practice are discussed.