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