Several studies were conducted to establish the relationship between need for cognition and intellectual ability \cite{Cacioppo_Petty_1982,Cacioppo_Petty_1986,Cacioppo_Petty_Morris_1983,Waters_Zakrajesk_1990,Dollinger_McMorrow_1992,Petty_Jarvis_1996}. The results established that need for cognition should be considered as a cognitive motivation rather than as an intellectual ability. When compared to individuals who are low in need for cognition, those who have high need for cognition are generally characterized by active, exploring minds and draw out information from their environment through their senses and intellect. These individuals are also likely to seek more information about a wide range of tasks, issues and current events than are individuals who are low in need for cognition.

The existing research (e.g., \cite{Olson_Camp_Fuller_1984,Leary_Sheppard_McNeil_Jenkins_Barnes_1986,Taylor_Bagby_1988,Taylor_Bagby_Parkers_1992,Thompson_Zanna_1995}) has also revealed that a need for cognition acts in conjunction with other effects. For example, \cite{Leary_Sheppard_McNeil_Jenkins_Barnes_1986} suggested that individuals high in need for cognition are more likely to base their judgment and beliefs on empirical information and rational considerations than are individuals who are low in need for cognition. Earlier research has also shown that individuals high in need for cognition tend to be more curious \cite{Olson_Camp_Fuller_1984} and to feel more personally involved in social issues \cite{Thompson_Zanna_1995}. Thompson and Zanna's (1995) findings have also suggested that need for cognition is negatively related to emotionality. On the other hand, studies conducted by \cite{Taylor_Bagby_1988} and \cite{Taylor_Bagby_Parkers_1992} reported that individuals high in need for cognition have less difficulty identifying and communicating feelings, discriminating feelings from bodily sensations and enjoying a normal emotional life.

Applying the Petty and Cacioppo (1986), Elaboration Likelihood Model (ELM) to Internet users processing Internet advertising, under the central route processing strategy, suggests that the users will be expected to have a high need for cognition. These users are expected to possess information motivation and consequently they will be likely to engage actively in processing the content of the advertising message if it is of high personal relevance. It is also expected that they will have the ability to attend, process and respond to advertising messages because of their familiarity with the message content arising from their high level of involvement and prior knowledge. It is also plausible that these individuals will have the capability to facilitate more interactions with a corporate Web site.

Therefore, it is expected that:

\textbf{H$_{1a}$:} Need for cognition is positively related to verbal information processing strategy (central-route information processing).

Under the peripheral route processing strategy, users are expected to have low needs for cognition. These users are expected to possess entertainment motivation and therefore, they are likely to engage actively in processing the content of the advertising when peripheral cues are presented. It is also expected that they will lack the ability to attend, process and respond to advertising messages because they will prefer attractive visual presentations. Therefore, it is also plausible that these individuals will have the capability to facilitate more interactions with a banner advertisement as well as with a target advertisement.

Therefore, it is expected that:

\textbf{H$_{1b}$:} Need for cognition is negatively related to visual information processing strategy (peripheral route information processing).