Moderate Copy Complexity Enhances the Persuasiveness of Direct Marketing
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.
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.
Tina M. Lowrey, University of Texas at San Antonio, USA
Youngseon Kim, University of Texas at San Antonio, USA
NA - Advances in Consumer Research Volume 36 | 2009
P11. A Price Premium on A Trivial but Weak Preferred Attribute Increase Choice: The Roles of Scarcity, Arousal and Perceived Risk
Yueyan Wu, Hunan University, China
Chunyan Xie, Western Norway University of Applied Sciences
Zhi Yang, Hunan University, China
Luluo Peng, Hunan University, China
I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?
Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations
Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA