The causal relationship between need for cognition and advertising recall

Jung Chung Kuo, Der Juinn Horng, Chin Lung Lin, Sheng Hsien Lee

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

Using a factorial experiment design, we investigated the causal relationship between personality factors and cognitive responses, as well as the relationship between cognitive responses and purchasing intentions. We found that participants with high need for cognition (NFC) had better advertising recall than those with low NFC and that advertising recall was related to purchasing intention in that those who had good recall of the advertisement had a higher purchase intention than those who had poor recall. The results contribute to personality literature by extending findings relating to the antecedent effects of NFC on cognitive responses. In addition, a contribution was made to attitude research by identifying advertising recall as a viable explanatory variable. Managerial implications are suggested.

Original languageEnglish
Pages (from-to)1025-1032
Number of pages8
JournalSocial Behavior and Personality
Volume40
Issue number6
DOIs
StatePublished - 2012

Keywords

  • Advertising recall
  • Causality
  • Need for cognition
  • Purchasing intention

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