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Abstract Abstract This paper presents conceptual and empirical evidence regarding consumers' cognitive responses to advertising and trial for a low-cost/risk product. Three dimensions of cognitive responses—belief strength, belief confidence, and product curiosity—are defined and examined from the perspective of expectancy-value theory. A recent expectancy-value-based model (the integrated information-response model) is used to make specific predictions about consumers' cognitive responses to product information. A study is reported that compares the actual cognitive responses of consumers to the model's theoretical predictions. Implications for advertising research and practice are discussed.
Smith et al. (Sat,) studied this question.