摘要：Article clarified a research on cognitive response effect on cognition, attitude, and purpose. Thepurpose of this study was to analyze the influence of cognitive learning and a set of message processing systemto persuade consumers. Researcher obtained the data and information from literature study, media, and directobservation to A & W Restaurants located at Rawamangun, Kelapa Gading Mall, and Bina NusantaraUniversity. The result shows that human thinking process relates to ego involvement which includes culture andliving habit is influential to the way people process the message. Finally, it is concluded that it is important tounderstand how consumers do message processing in order to make marketers able to determine the rightmarketing strategy to influence their consumers’ attitudes
关键词：Cognitive Learning; Message Reception and Processing; Ego Involvement; behavioral change
