Cognitive And Attitudinal Effects Of Technical Advertising Copy: The Roles Of Gender, Self-Assessed And Objective Consumer Knowledge
Robert Meeds PhD Kansas State University
INTRODUCTION
This study addresses the question of how people with varying degrees of knowledge in specific product domains respond to print advertisements that contain technical information. Consumer-level differences in how people process persuasive messages have a direct bearing on strategies for advertising copywriting. For example, the comprehension-enhancing goals of simple advertising copy...