Effects of pictorial product-warnings on low-literate consumers
H Jae, M Viswanathan - Journal of Business Research, 2012 - Elsevier
Previous research has found that low-literate consumers tend to rely heavily on pictures to
process marketplace information. The current study investigates the conditions under which …
process marketplace information. The current study investigates the conditions under which …
Picture–text incongruency in print advertisements among low‐and high‐literacy consumers
H Jae, DS Delvecchio, D Cowles - Journal of Consumer Affairs, 2008 - Wiley Online Library
While low‐literacy consumers rely heavily on pictorial information when making market‐
based decisions, they also do attempt to read relevant information. When the advertisement …
based decisions, they also do attempt to read relevant information. When the advertisement …
Syntax complexity and presentation order as determinants of comprehension in print advertisements
H Jae - Journal of Promotion Management, 2010 - Taylor & Francis
The current research investigates syntax complexity and presentation order as determinants
in consumers' comprehension of print advertisement. This research demonstrated that study …
in consumers' comprehension of print advertisement. This research demonstrated that study …