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| Tekijä: | Chebat, J-C. (et al.) |
| Otsikko: | Testing consumers' motivation and linguistic ability as moderators of advertising readability |
| Lehti: | Psychology & Marketing
2003 : JUL, VOL. 20:7, p. 599-624 |
| Asiasana: | Advertising Consumer behaviour Motivation Psycholinguistics |
| Kieli: | eng |
| Tiivistelmä: | This study focuses on testing rival hypotheses regarding the effects of advertising readability (herein: adv. rd.) Are the effects of rd. on cognitive responses and attitudes moderated by the readers' motivation or by their linguistic ability? A two (low/high involvement) by two (strong/weak arguments) by two (low/high rd.) factorial design was used to test the hypotheses. The findings support the hypothesis that readers' linguistic ability is the dominant influence factor, because low rd. significantly reduces the effects of argument strength under both low and high involvement. Psycholinguistic theory provides explanation for the findings. The implications for advertising practice relate to consumers' levels of literacy. |
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