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

Chebat, Jean-Charles; Gélinas-Chebat, Claire; Hombourger-Barès, Sabrina, & 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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Item Type:	Journal Articles
Refereed:	Yes
Status:	Published
Abstract:	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.
Depositor:	Hombourger-Barès, Sabrina
Owner / Manager:	Sabrina Hombourger-Barès
Deposited:	01 Dec 2015 16:40
Last Modified:	01 Dec 2015 16:40

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