publication . Article . 1992

Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory

Mick, David Glen;
Open Access
  • Published: 01 Jan 1992 Journal: Journal of Consumer Research, volume 18, page 411 (issn: 0093-5301, eissn: 1537-5277, Copyright policy)
  • Publisher: Oxford University Press (OUP)
Abstract
Two fundamental orientations toward message comprehension have appeared in advertising research: the traditional objective view, which applies an accuracy criterion to conceptualize and evaluate comprehension, and the subjective view, which applies other criteria related to the individual comprehender and the actual experience of the message. This article develops a framework for four levels of subjective comprehension on the basis of an elaboration criterion. Comprehension levels are hypothesized to differ in their relations to ad perceptions, attitudes, and memory. Results from an empirical study provide initial support for the framework, including new theoret...
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