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Keywords: Comprehension
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Journal Articles
Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2015) 32 (3): 145–156.
Published: 11 May 2015
... ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned...
