Are low‐literate and high‐literate consumers different? Applying resource‐matching theory to ad processing across literacy levels

Journal of Consumer Psychology - Tập 21 - Trang 312-323 - 2011
Haeran Jae1, Devon S. DelVecchio2, Terry L. Childers3
1Virginia Commonwealth University, School of Business, Snead Hall 3163, PO Box 844000, Richmond, VA 23284, USA
2Miami University, Farmer School of Business, 200 Upham Hall, Oxford, OH 45056, USA
3Iowa State University, 3311 Gerdin Business Building, Ames, IA 50011, USA

Tóm tắt

AbstractThis research investigates whether low‐literate consumers process written advertisements differently than high‐literate consumers do. Consistent with resource‐matching theory (RMT), the first experiment reveals that, unlike high‐literate processors, when low‐literate processors read ads of moderate complexity, involvement with the ad does not affect processing. The second experiment extends RMT's applicability to both low‐ and high‐literate consumers by demonstrating that low‐literate processors' reading outcomes mirror those of high‐literate processors when ads are written to reflect their reading capability.

Tài liệu tham khảo

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Thông tin xuất bản

Journal of Consumer Psychology

Tập 21

312-323

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