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Without being aware of it, cognitive processes continuously take place in our heads. We are forced to fill in the information gaps that we meet in our everyday life in order to create an understanding and to form a whole, and that’s where the importance of inference comes in. To create inference implies creating meaning from something that is not explicitly given. Having knowledge about this process offers great possibilities, while not taking it into account may involve risks. We have studied which type of inference that is created depending on if an ad for a new product is implicit or explicit, and if the brand is well-known or un-known, and what effects the creating of inference have. The results show that the inference is most complex when the ad is implicit. However, the respondents think that most inference is created in the case with explicit ads. Altogether, the well-known brand creates more inference than the un-known brand, but when it comes to brand attitude, product attitude and purchase intention, these variables are mostly affected by inference in the case with an implicit ad for an un-known brand. Therefore, when makin...