Boundary Conditions For Copy Complexity Enhancement Effects

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.



Citation:

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.

Authors

Tina M. Lowrey, University of Texas at San Antonio, USA
Youngseon Kim, University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

The Journey That Makes Us: The Impact of Residential Mobility on Self-clarity and Consumer Motivation

Linying Sophie Fan, Hong Kong Polytechic University
Yajin Wang, University of Maryland, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

N14. The Bright Side of Sadness: How Mood Affects Goal Initiation

Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China

Read More

Featured

D9. Consumption Closure as a Driver of Positive Word of Mouth

Christina Saenger, Youngstown State University
Veronica Thomas, Towson University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.