Need for Cognition as Motivation to Process Publicity and Advertising

Abstract

Experimental findings (n = 329 college students) suggest that need for cognition (NFC), a personality or individual differences variable, moderated the amount of thinking and biased the valence of attitudes formed after subjects read four product messages presented both as publicity (news) and as advertising in a prototype magazine. Separately, high NFC individuals reported greater consumption of news in their daily reading of newspapers and watching of television than individuals low in need for cognition. Semantic differential indices and responses to a series of media practices statements suggest that high NFC individuals are attracted to news because of its perceived value in fulfilling their need for cognition. Implications for media managers and campaign strategists are addressed.

KEYWORDS:

• advertising
• cognitive processing
• elaboration likelihood model
• media use
• motivation
• need for cognition (NFC)
• public relations
• publicity
• uses and gratifications

Acknowledgments

This research was made possible, in part, through the financial support of the Public Relations Society of America College of Fellows.

Notes

**p ≤ .01

*p ≤ .05.

***p ≤ .001

**p ≤ .01

*p ≤ .05