The causal relationship between need for cognition and advertising recall

• Jung-Chung Kuo

  National Central University

• Der-Juinn Horng

  National Central University

• Chin-Lung Lin

  National Central University

• Sheng-Hsien Lee

  Yu Da University

Using a factoral experiment design, we investigated the causal relationship between personality factors and cognitive responses, as well as the relationship between cognitive responses and purchasing intentions using a factorial experiment design. We found that participants with high need for cognition (NFC) had better advertising recall than those with low NFC and 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.

1. Jung-Chung Kuo, National Central University
   Department of Business Administration
2. Der-Juinn Horng, National Central University
   Department of Business Administration
3. Chin-Lung Lin, National Central University
   Department of Business Administration
4. Sheng-Hsien Lee, Yu Da University
   Department of Business Administration

• PDF
  (USD 29)