The Effects of Product Attribute's New Information on Consumer Elaboration and Brand Attitude

Abstract

This article examines the effects of inconsistent product attribute information on consumer elaboration and brand attitude. That is, when product attribute goals are inconsistent with more product attribute goals (new information), whether consumer can create elaboration, as well as strengthen brand attitude. The empirical results show that new information extent has the main effect, need for cognitive has main effect, interaction effect of new information degree and need for cognitive. Implicitly it provided more attribute information which help to stimulate the elaboration of the consumer on the product. In addition, consumer’s prior knowledge has main effect on elaboration extent, and new information and prior knowledge has interaction effect. It showed not only the level of new information would lead to elaboration, prior knowledge will adjust the level of new information can lead to the elaboration. As to high prior knowledge, new information would more likely cause elaboration. As to low prior knowledge, new information is less likely to cause elaboration.

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