Boundary Conditions For Copy Complexity Enhancement Effects

Tina M. Lowrey, University of Texas at San Antonio, USA
Youngseon Kim, University of Texas at San Antonio, USA
Boundary Conditions for Copy Complexity Enhancement Effects ABSTRACT Five experiments investigated copy complexity, copy length, print vs. broadcast, level of involvement, attention to task, and reading level on persuasion. Low involvement participants were negatively impacted by complexity, particularly when the medium was broadcast. High involvement participants were not impacted by complexity, however, unless the medium was broadcast.
[ to cite ]:
Tina M. Lowrey and Youngseon Kim (2011) ,"Boundary Conditions For Copy Complexity Enhancement Effects", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.