Moderate Copy Complexity Enhances the Persuasiveness of Direct Marketing

Tina M. Lowrey, University of Texas at San Antonio, USA
Youngseon Kim, University of Texas at San Antonio, USA
The relation between copy complexity and direct marketing persuasiveness was examined. Complexity of the direct marketing stimuli was assessed using the Gunning Fog Index (1968). In Study 1, multivariate analyses revealed that moderately complex copy contributes positively to order intentions, as does level of involvement, although intentions were quite low overall. In Study 2, a more favorable product category was used, and results replicated Study 1’s two main effects of complexity and involvement on order intentions. In Study 3, the medium that carries a message was manipulated to see if print vs. radio might also affect order intentions.
[ to cite ]:
Tina M. Lowrey and Youngseon Kim (2009) ,"Moderate Copy Complexity Enhances the Persuasiveness of Direct Marketing", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1028-1028.