Testing Consumers' Motivation and Linguistic Ability as Moderators of Advertising Readibility [r-libre/803]

Chebat, Jean-Charles; Gélinas-Chebat, Claire; Hombourger-Barès, Sabrina et Woodside, Arch G. (2003). Testing Consumers' Motivation and Linguistic Ability as Moderators of Advertising Readibility. Psychology and Marketing, 20 (7), 599-624.

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Catégorie de document :	Articles de revues
Évaluation par un comité de lecture :	Oui
Étape de publication :	Publié
Résumé :	The present study focuses on testing rival hypotheses regarding the effects of advertising readability: Are the effects of readability 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 readability) factorial design was used to test the hypotheses. The findings support the hypothesis that readers’ linguistic ability is the dominant influence factor, because low readability 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.
Déposant:	Hombourger-Barès, Sabrina
Responsable :	Sabrina Hombourger-Barès
Dépôt :	01 déc. 2015 16:40
Dernière modification :	01 déc. 2015 16:40

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