Cognitive Load and Syntactic Complexity of Printed Advertisements: Effects on Consumers’ Attitudes
While the extant advertising research has shown mixed findings on the impact of print advertisement complexity on marketing outcomes, one factor that consistently influences consumers as they judge the content of advertisement messages is the text's syntactic complexity. The current research attempt...
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| Autor principal: | |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Marketing Management Association
2011-01-01
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| coleção: | Marketing Management Journal |
| Acesso em linha: | https://doi.org/10.63963/001c.151006 |
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