The Effect of Terminologies on Attitudes Toward Advertisements and Brands pps

The Effect of Terminologies on Attitudes Toward Advertisements
and Brands: Consumer Product Knowledge as a Moderator
Shih-Chieh Chuang Æ Chia-Ching Tsai Æ
Yin-Hui Cheng Æ Ya-Chung Sun
Published online: 2 July 2009
Ó Springer Science+Business Media, LLC 2009
Abstract
Purpose The purpose of this study is to investigate the
relationship between advertisement terminology and con-
sumer product knowledge in the attitudes toward adver-
tisements 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 knowl-
edge) between-subjects design.
Findings Low consumer product knowledge individuals
form significantly more favorable advertisement attitudes
and brand attitudes toward advertisements with terminol-
ogies 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
variables (such as consumer product knowledge) are of
importance. The effectiveness of advertisement terminol-
ogies depends on the levels of consumer product knowl-
edge. Understanding the consumer-level variables of target
markets before making advertisement decision is very
critical. Techniques of data-mining and psychographics

benefit advertisement managers to better realize the tar-
geted consumers.
Originality/Value This is one of the pioneering studies to
examine the relationship between advertisement terminol-
ogy and consumer product knowledge in the attitudes
toward advertisements and brands. Additionally, most of
the prior studies on advertisement effects associated with
the use of advertisement terminology ignored the influence
of consumer product knowledge. The present study helps
us to understand the influence of consumer product
knowledge in advertisement effects and provides evidence
for the relationship between advertisement terminology
and consumer product knowledge in the attitudes toward
advertisements and brands.
Keywords Terminology Á Consumer product knowledge Á
Attitudes toward advertisements Á Attitudes toward brands
Introduction
Terminologies refer to the advertising messages that are
associated with the functions of products based on scientific
specification and technology (Hong 2002). For instance, the
GPRS system of a mobile phone, the ZPT ingredient of
shampoos for anti-dandruff, and the ABS system of vehicles
are popular terminologies used in advertisements.
In recent years, terminologies have been used in large
quantities in advertisements (Meeds 1998). Shibata (1983)
Received and reviewed by former editor, George Neuman.
S C. Chuang
Department of Business Administration, National Chung Cheng
University, 168, University Rd., Min-Hsiung, Chia-Yi, Taiwan
e-mail: ;

C C. Tsai
National Yunlin University of Science and Technology, Yunlin,
Taiwan
Y H. Cheng (&)
Department of International Business, National Taichung
University, 140 Min-Shen Road, Taichung 40306, Taiwan
e-mail:
Y C. Sun
Vanung University, Chung-Li, Taiwan
123
J Bus Psychol (2009) 24:485–491
DOI 10.1007/s10869-009-9122-4
pointed out the use of monolingual messages, and English
is increasingly important and is used more frequently in
Japan. Mueller (1992) investigated the use of Western
languages in Japanese advertisements in 1978 and 1989
and showed that the percentage of English (without trans-
lating into Japanese) that was used in Japanese advertise-
ments had been increasing. The main reasons for using
terminologies in advertisements, even not in the native
language, are that they serve to attract the attention of
audiences, and audiences may process advertisements that
contain terminologies by using the ‘‘peripheral routes’’ of
elaboration likelihood model (ELM), which makes the
advertisements persuasive (Petty and Cacioppo 1986). In
addition, the use of terminologies may invoke professional
recognitions and technology associations, and result in
professional images, which in turn have an impact on the
purchasing behavior of consumers.
Previous studies have suggested that the use of termi-

nologies in advertisements can increase the advertising
effectiveness (Hong 2002). Hong examined the effects of
using terminologies in advertisements for different product
categories and showed that when the advertised products
are less innovative, consumers adopt information searching
of low involvement, and do not need to collect too much
information. Therefore, consumers’ attitudes would not be
favorable to the terminologies, and resultantly, the adver-
tising effectiveness of terminologies is dramatically
reduced. In contrast, when the advertised products are more
innovative, a higher advertising effectiveness of terminol-
ogies occurs because for such high involvement products,
participants would employ more information searching,
and advertisements that contain terminologies appeal to
audiences for more cognition.
In general, most consumers are ignorant of innovative
products while they might be knowledgeable about less
innovative products. Therefore, that consumers’ product
knowledge would affect the advertising effectiveness of
terminologies was assumed. This study focuses on the
advertising effectiveness of terminologies for consumers
who possess a high and low level of product knowledge.
Literature Review
Terminology
Terminologies are the advertising messages that are con-
nected with the functions of products based on scientific
specification and technology (Hong 2002). According to
Stewart and Koslow (1989), the messages in print adver-
tisements can be served to distinguish from other com-
peting brands so that the products can be recalled by

consumers, and consumers will be persuaded to buy the
products. The messages will form the so-called advertising
value in the mind of consumers and will have an impact on
consumers’ purchasing behavior. It is the reason why ter-
minologies are used in advertisements.
The Effect of the Terminology on Attitudes Toward
Advertisements and Brands
ELM (Petty and Cacioppo 1986) can be applied to explain
the effect of terminologies. In ELM, the central route is
presumed to produce more enduring judgments that are
based on the extensive and critical elaboration of adver-
tising messages while the peripheral route results in rela-
tively ephemeral judgments that are grounded in simple
and intuitive inferences. If consumers adopt the ‘‘peripheral
cues’’ of the ELM to elaborate the messages of advertise-
ments, they will associate terminologies with a high level
of technology and professionalism and thus pay more
attention to the advertisements. Consumers devote more
resources to noticing and processing the contents of
advertisements with terminologies, and consequently, the
advertisements are more persuasive.
Empirically, advertisements that include terminologies
cause preferences for the advertisements and brands and
increase the desires of consumers to purchase the advertised
products. Such advertisements can make deeper impres-
sions of consumers especially when the advertised products
are innovative, and consumers would attach a high-tech-
nology image to the advertised products, which results in
better attitudes toward the advertisements (Hong 2002).
Terminologies represent professionalism for consumers

and can serve to attract consumers’ attention. Consumers
tend to associate brands that are promoted by advertisements
containing terminologies with uniqueness and superiority
compared to advertisements that does not contain terminol-
ogies. Thus, the presence of terminologies in advertisements
can create a better brand attitude of consumers. Thus,
Hypothesis 1 and Hypothesis 2 are proposed as follows:
Hypothesis 1 Advertisements that contain terminologies
will cause better attitudes toward advertisements than those
without terminologies.
Hypothesis 2 Advertisements that contain terminologies
will cause better attitudes toward brands than those without
terminologies.
Consumer Product Knowledge
Consumer knowledge is one of the important constructs in
consumer behavior and can affect information searching
(Brucks 1985; Rao and Sieben 1992) and information pro-
cessing (Alba and Hutchinson 1987; Bettman and Park 1980;
Johnson and Russo 1980
; Rao and Monroe 1988). Bieha and
486 J Bus Psychol (2009) 24:485–491
123
Chakravarti (1983) discovered that consumers make choices
after they acquire information and also pointed out that
consumers recall different information based on different
patterns of decision making. Lynch et al. (1988) proved that
consumers make decisions based on the information in their
memories. Rao and Monroe (1988) found that product
knowledge can influence how consumers assess products.
Consumers with varying levels of knowledge in specific

product category respond differently to advertisements. For
example, MacInnis and Jaworski (1989) evidenced that there
is a variation in the processing of advertisements because of
the different consumer knowledge levels. Toncar and Munch
(2001) showed that when advertising agencies adopt
incomplete product advocacy, the information consumers
could not fully understand, they may lose the control over the
information and have to take the risk of misunderstanding the
information. However, the incomplete product advocacy can
significantly increase the effectiveness of print advertising,
making advertisements more persuasive and recallable.
Notably, the effectiveness is limited to consumers with low
product knowledge. Consumers with low product knowledge
are more motivated to pay attention to advertisements that
contain product-related information. In addition, they adopt
the peripheral route to elaborate such advertisements and
devote more resources to processing the advertisements. It is
expected to have a positive effect on the persuasiveness of
the advertisement and brand awareness. In contrast, a
knowledgeable consumer is less motivated to devote the
resources to judge and elaborate the messages in such
advertisements, and thus the advertising effectiveness is
lessened. Therefore, we presume when consumers have low
product knowledge, advertisements that contain terminolo-
gies have a more positive effect on the attitudes toward
advertising and brand than those without terminologies.
Therefore, Hypothesis 3 and Hypothesis 4 were generated.
Hypothesis 3 Advertisements that contain terminologies
will cause more favorable attitudes toward advertising than
those that do not contain terminologies for participants

with low product knowledge, but will not for those subjects
with high product knowledge.
Hypothesis 4 Advertisements that contain terminologies
will cause better attitudes toward brand than those that do
not contain terminologies for participants with low product
knowledge, but will not for those subjects with high
product knowledge.
Method
The study primarily examines how the use of terminologies
influences attitudes toward advertisements and brands for
consumers with different levels of product knowledge. The
experimental design is as follows.
Experimental Design
One hundred and twenty undergraduate students were
recruited in this experiment as a part of the requirements of
a marketing management course. The experiment was a
2 9 2 (terminologies are used versus terminologies are not
used 9 high consumer knowledge versus low consumer
knowledge) between-subjects experimental design. The
participants were randomly divided into the four experi-
mental conditions: terminologies are used and low con-
sumer knowledge, terminologies are not used and low
consumer knowledge, terminologies are used and high
consumer knowledge, and terminologies are not used and
high consumer knowledge.
Manipulation of Terminology
The participants under the conditions in which terminolo-
gies were used were asked to read a leaflet that contained
terminologies, and those under the conditions in which
terminologies were not used were asked to read a leaflet that

did not contain terminologies. The leaflets were about an e-
play cell phone, and the contents included the photographs
of e-play cell phones and the descriptions of cell phone
function with or without terminology. The six terminologies
including TFT, GSM, WAP, MMS, CMOS, and infrared
transmission are selected and used in the study according to
Hong (2002). We designed an advertisement with a verbal
description that did not use terminologies and was close in
meaning to the aforementioned terminologies as the
advertisements for the conditions without using terminol-
ogies. For example, MMS was used in the advertisements
with terminologies, whereas multimedia messaging service
was used in the advertisements without terminology. The
fundamental difference between the advertisements with
and without terminologies was that the terminologies that
were used in the leaflet about e-play cell phones were
printed in red and boldface font. A questionnaire, using the
question ‘‘How many terminologies do you think there is in
this advertisement?’’ on a 5-point scale ranging from 1 (not
at all) to 5 (a lot) to rate the participants’ feelings about the
terminologies, was also administered.
Manipulation of Consumer Product Knowledge
To divide the participants into two groups, high and low
consumer product knowledge groups, the study designed a
‘‘Cell Phone Terminology-Related Instructions’’ document.
The document covered six terminologies including TFT,
GSM, WAP, MMS, CMOS, and infrared transmission. For
J Bus Psychol (2009) 24:485–491 487
123
example, the document contained the information that a

TFT (Thin Film Transistor) is made of amorphous silicon
(a-Si) and the combination of TFT technology with LCD
technology is called TFT-LCD. When this technology is
applied to the screen of a cell phone, the display of text and
graphics is enhanced and the cell phone becomes slimmer,
more compact, and energy saving.
The high-knowledge group was asked to read the ‘‘Cell
Phone Terminology-Related Instruction,’’ but this step was
omitted for the low-knowledge group. Both groups were
then asked to take a ‘‘Cell Phone Product Knowledge Test’’
to investigate if consumer product knowledge were suc-
cessfully manipulated.
Procedure
The experiment started with giving the participants instruc-
tions concerning the experiment, such as not to talk and to
read the product information carefully. The subjects in the
high-knowledge treatment were given the ‘‘Cell Phone
Terminology-Related Instruction’’ document to read for
5 min, whereas the ones in the low-knowledge treatment
were not given anything to read. In addition, the subjects in
the treatment terminologies were used got the ‘‘E-play Cell
Phone Leaflet with Terminology’’ to read, while the ones in
the treatment terminologies were not used had the ‘‘E-play
Cell Phone Leaflet without Terminology’’ to read for 30 s.
Finally, the participants were asked to complete scales
to assess their feelings about the terminologies, the levels
of consumer product knowledge, and attitudes toward
advertisements and brands. The experiment took *15 min.
Measurement of Attitudes Toward Advertisement
and Brand

According to Muehling and Laczniak (1988), this study used
eight 5-point scales ranging from 1 to 5 to measure adver-
tisement attitude. The larger numbers indicated more posi-
tive responses to the advertisements. The participants were
asked to indicate their attitude toward advertisements by
completing the statement, ‘‘The advertisement was…’’ not
attractive–attractive, bad–good, unpleasant–pleasant, unfa-
vorable–favorable, dislike–like, dull–dynamic, depressing–
refreshing, and unenjoyable–enjoyable. The endpoints were
coded 1–5, with larger numbers indicating more positive
responses. Cronbach’s alpha is 0.91.
Brand attitude (a = 0.88) was measured by using the six
5-point scales ranging from 1 to 5, with larger numbers
indicating more positive attitudes toward the brands. The
participants were asked to complete the statement, ‘‘My
attitude toward the e-play cell phone was…’’ bad–good,
unfavorable–favorable, negative–positive, unlikable–like-
able, unattractive–attractive, and unpleasant–pleasant.
Results
Manipulation Checks
The t test is used to investigate if terminologies and con-
sumer product knowledge were successfully manipulated.
The t test results were depicted in Tables 1 and 2.
According to Tables 1 and 2, the mean for the treatment
terminologies were used is 3.63 and that for the treatment
terminologies were not used is 2.88. The mean for the high-
knowledge treatment is 16.2 and that for the low-knowl-
edge treatment is 12.3. The p-values were 0.005 and 0.000,
respectively, indicating that the manipulations of termi-
nologies and consumer product knowledge were

successful.
Effects of Terminologies and Consumer Product
Knowledge on Attitudes Toward Advertisements
Two-way ANOVA was used to examine the effects of ter-
minologies and consumer knowledge on attitudes toward
advertisements. The results are shown in Tables 3, 4, and
Fig. 1.
The study showed that the use of terminologies caused
significantly better advertisement attitude (M = 3.5;
SD = 0.87) than the absence of terminologies (M = 3.11;
SD = 0.88) (F
(1,133) = 5.894, p \0.05), but consumer
product knowledge had no significant impact on advertise-
ment attitude (F(1,133) = 1.88, p [0.1). Thus, Hypothesis
1 was supported. In addition, the experiment found that
terminologies and consumer product knowledge had a sig-
nificant interaction on advertisement attitude (F(1,133) =
4.02, p \ 0.05). The use of terminologies made better
advertisement attitude (M = 3.76; SD = 0.82) than the
absence of terminologies (M = 3.27; SD = 0.74) for the
participants with low product knowledge (t(58) = 3.47,
p \0.01). However, the use of terminologies does not result
in a significantly more favorable advertisement attitude
(M = 3.23; SD = 0.86) than the absence of terminologies
Table 1 Results of terminologies manipulation check
Mean tp
Terminologies were used 3.63 2.58 0.005
Terminologies were not used 2.88
Table 2 Results of consumer product knowledge manipulation check
Mean tp

High consumer product knowledge 16.2 6.92 0.000
Low consumer product knowledge 12.3
488 J Bus Psychol (2009) 24:485–491
123
(M = 3.06; SD = 1.01) for the participants with high
product knowledge (t(58) = 0.27, p [ 0.5). As a result,
Hypothesis 3 was supported.
Effects of Terminologies and Consumer Product
Knowledge on Attitudes Toward Brands
A29 2 ANOVA was used to examine the effects of ter-
minologies and consumer knowledge on attitudes toward
brands. The results are depicted in Tables 5, 6, and Fig. 2.
The study showed that the use of terminologies caused
significantly better brand attitude (M = 3.4; SD = 0.97)
than the absence of terminologies (M = 3.08; SD = 0.96)
(F(1,133) = 3.31, p \0.1), but consumer product knowl-
edge had no significant impact on brand attitude
(F(1,133) = 2.06, p [0.1). Therefore, Hypothesis 2 was
supported. Moreover, the results also showed that termi-
nologies and consumer product knowledge had a signifi-
cant interaction on brand attitude (F(1,133) = 4.04,
p \0.05). The use of terminology made better brand atti-
tude (M = 3.7; SD = 0.95) than the absence of terminol-
ogy for the participants with low product knowledge
(M = 3.03, SD = 0.76; t(58) = 2.98, p \ 0.05). However,
the use of terminologies (M = 3.13; SD = 0.92) did not
result in a significantly more favorable brand attitude than
Table 3 Results of two-way
ANOVA—attitudes toward
advertisements

* p \ 0.1; ** p \0.05;
*** p \ 0.01
Source SS DF MS F
Intercept 1,313.41 1 1,313.41 1,755.92
Terminologies*** 4.408 1 4.408 5.89
Consumer product knowledge 1.408 1 1.408 1.88
Terminologies 9 consumer
product knowledge**
3.008 1 3.008 4.02
Error 86.76 116 0.74
Total 1,409 119
Table 4 Means of the attitudes toward advertisements of each
treatment
Terminologies
were used
Terminologies
were not used
Average
Low consumer
Product knowledge
3.76
(n = 30)
3.27
(n = 30)
3.52
High consumer
Product knowledge
3.23
(n = 30)
3.06

(n = 30)
3.15
Average 3.5 3.11
3
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
Terminologies were used Terminologies were not
used
Attitude toward Ad
Low Consumer Product Knowledge
High Consumer Product Knowledge
Fig. 1 Interaction of terminologies and consumer product knowledge
on advertisement attitude
Table 5 Results of two-way
ANOVA—attitudes toward
brands
* p \ 0.1; ** p \0.05
Source SS DF MS F
Intercept 1,261 1 1,261 1,387.39
Terminologies* 3 1 3 3.31
Consumer product knowledge 1.85 1 1.85 2.06
Terminologies 9 consumer
product knowledge**
3.67 1 3.67 4.04

Error 105.43 116 0.909
Total 1,375 119
Table 6 Means of the attitudes toward brands of each treatment
Terminologies
were used
Terminologies
were not used
Average
Low consumer
Product knowledge
3.70
(n = 30)
3.03
(n = 30)
3.37
High consumer
Product knowledge
3.13
(n = 30)
3.10
(n = 30)
3.13
Average 3.4 3.08
J Bus Psychol (2009) 24:485–491 489
123
the absence of terminology (M = 3.1; SD = 1.13) for the
participants with high product knowledge (t(58) = 0.125,
p [0.05). Consequently, Hypothesis 4 was supported.
Discussion
The study shows that the use of terminologies in adver-

tisement has significant impact on advertisement and brand
attitudes. However, if consumer product knowledge was
used in the experiment as a moderator, an interaction
occurs between terminology and consumer product
knowledge. When consumer product knowledge is low, the
use of terminologies creates better advertisement and brand
attitudes than not using terminologies. In contrast, when
consumer product knowledge is high, no significant effect
because of including terminologies in advertisement is
observed. We gauge that when consumers are low in
product knowledge, i.e., they are less familiar with spe-
cialized information that is relevant to an advertised
product, consumers’ attitude toward brands would be
enhanced by using terminologies in advertisements. How-
ever, when consumers are high in product knowledge, i.e.,
they have already possessed certain product knowledge,
and therefore the use of terminologies in advertisements
does not improve advertisement or brand attitudes.
The use of terminologies has become popular across
varied product categories, such as the GPRS system of
mobile phones, the ABS system of vehicles, the ZPT
ingredient of anti-dandruff shampoos, and PITERA in
facial care products. Hong (2002) investigated the effects
of terminologies across different levels of innovative
products and indicated that terminologies caused better
advertising effectiveness for the less innovative products
compared with the more innovative ones.
According to Petty and Cacioppo (1986), consumers in
low involvement would not devote many resources to
process the message, but consumers in high involvement

would. When consumers dedicate more resources to
noticing and processing the advertising messages, resul-
tantly the advertisements would be more persuasive.
Generally, consumers are low involved when shopping
commodities. They consume commodities very often and
even purchase them habitually. They would not dedicate to
process messages of advertisements with terminologies.
Besides, commodities are fairly simple and easily under-
stood by most people, and most consumers might be
knowledgeable about commodities. In this study, we found
that terminologies do not cause better attitudes toward
advertisements and brands in the case of low consumer
product knowledge. Thus, for commodities, we suggest
that there would be no significant effects of terminologies
on advertising effectiveness. However, it deserves further
research across varied product categories.
This study has a specific implication for practitioners.
The interactive effects of message-level variables, such as
terminology, and consumer-level variables, like consumer
knowledge, are of prime importance. The effectiveness of
using terminologies depends on the levels of consumer
product knowledge. Understanding consumer-level vari-
ables of target market before making any advertising
decision is very significant. As data-mining and psycho-
graphic profiling techniques improve, it is conducive
to realize the target consumers better for advertising
managers.
Limitations and Future Research
One of this study’s limitations is that the participants were
asked to read leaflets and answer the questionnaire in a

limited period of time. Thus, it is not easy to accurately
measure their attitudes toward advertisements and brands
in real-life situation. Moreover, the sample size was small
and there was only one experiment object; future research
should improve on these two aspects and continue to build
the theory.
In addition to consumer product knowledge, consumer
lifestyle and personal traits could serve as moderators to
explore a wider range of possible variables. Furthermore,
this study used only print media as a means of advertising,
and future studies could use dynamic advertisements that
contain sound and images to ascertain whether the effects
of terminology and consumer product knowledge would be
different.
Acknowledgments The authors like to thank George A. Neuman as
well as the anonymous reviewers for their valuable comments on an
earlier version of this manuscript.
Terminologies were used
Terminologies were not
used
Attitude toward
Brand
Low Consumer Product Knowledge
High Consumer Product Knowledge
3
3.1
3.2
3.3
3.4
3.5

3.6
3.7
3.8
Fig. 2 Interaction of terminologies and consumer product knowledge
on brand attitude
490 J Bus Psychol (2009) 24:485–491
123
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