Comprehending product attributes and benefits: The role of product knowledge and means-end chain inferences

One hundred twenty consumers (classified as either higher or lower knowledge) read an advertisement for a camera described by either attributes or consequences, or both attributes and their related consequences. Thought listings coded for inferences at varying levels of ion corresponding to means‐end chain theory revealed that most inferences were about self‐relevant product consequences. Results also suggest that higher‐knowledge consumers are more likely to infer cause‐and‐effect means‐end associations during product comprehension. Further, compared to inferences about concrete attributes and features, inferences about self‐relevant product consequences had stronger effects on consumers' brand attitudes, but not ad attitudes. © 1997 John Wiley & Sons, Inc.