Effects of appeal type and involvement on product disconfirmation: A cognitive response approach through product trial
Henry Assael, Michael A. Kamins
Journal of the Academy of Marketing Science · 1989 · Volume 17 · Issue 3
Abstract
Research on consumer cognitive response has focused primarily on the issue of persuasiveness of advertising communications. Involvement states have been frequently proposed as mediators of cognitive responses. This article proposes extending cognitive responses and their interaction with involvement to the measurement of disconfirmation resulting from a product trial experience which is designed to be inconsistent with prior expectations derived from advertising exposure. Such expectations are manipulated by varying levels of exaggeration in one and two-sided advertisements. High and low involvement with the response task is also introduced, and hypotheses are presented as to the effects of involvement, exaggeration, and two-sided presentations on disconfirmation and cognitive responses.The findings suggest that exaggeration increases disconfirmation and counterar gumentation, especially in high involvement conditions, and that two-sided refutational ads tend to moderate these effects. More broadly, the article suggests that examination of cognitive responses should be extended beyound evaluation of advertising stimuli and should be used to evaluate the post-trial experience.
Keywords
Consumer Research, Cognitive Response, High Involvement, Product Trial, Support Argumentation
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