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Spontaneous Inference Processes in Advertising: Effects of Need for Cognition and Self-Monitoring on Inference Generation and Utilization

Douglas M. Stayman and Frank R. Kardes
Journal of Consumer Psychology
Vol. 1, No. 2 (1992), pp. 125-142
Stable URL: http://www.jstor.org/stable/1480361
Page Count: 18
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Spontaneous Inference Processes in Advertising: Effects of Need for Cognition and Self-Monitoring on Inference Generation and Utilization
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Abstract

Two studies were conducted to investigate the role of individual differences in inference and persuasion. In Study 1, elaborative processing was operationalized by using need for cognition as a blocking variable, whereas in Study 2, elaborative processing was manipulated by using an involvement-enhancing ad execution. In both studies, message recipients were more likely to draw inferences about omitted conclusions when elaborative processing was likely (vs. unlikely). Furthermore, both studies revealed that inferences about omitted conclusions had a greater impact on the attitudinal judgments of low (vs. high) self-monitors, provided that the relevant inferences had been formed prior to attitude formation. Theoretical and applied implications of these findings are discussed.

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