Marketing Letters

, Volume 2, Issue 4, pp 349–358

Evaluative and factual ad claims, knowledge level, and making inferences

  • Sarah Gardial
  • Gabriel Biehal

DOI: 10.1007/BF00664221

Cite this article as:
Gardial, S. & Biehal, G. Market Lett (1991) 2: 349. doi:10.1007/BF00664221


A lab study examined the effect of type of ad claim (factual versus evaluative) and knowledge level on subjects' product feature inference making from three camera ads. Each ad had some missing brand information. The results showed that as knowledge increased, so did inference making. Also, there was a significant interaction between ad claim and knowledge. Inference making was positively correlated with knowledge level for factual ads but not for evaluative ones. Finally, subjects made very few inferences to fill in missing ad features but instead did more interpretive processing.

Key words

Inference MakingAd ClaimProduct Knowledge

Copyright information

© Kluwer Academic Publishers 1991

Authors and Affiliations

  • Sarah Gardial
    • 1
  • Gabriel Biehal
    • 2
  1. 1.University of TennesseeUSA
  2. 2.University of MarylandUSA