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Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory

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  • Mick, David Glen

Abstract

Two fundamental orientations toward message comprehension have appeared in advertising research: the traditional objective view, which applies an accuracy criterion to conceptualize and evaluate comprehension, and the subjective view, which applies other criteria related to the individual comprehender and the actual experience of the message. This article develops a framework for four levels of subjective comprehension on the basis of an elaboration criterion. Comprehension levels are hypothesized to differ in their relations to ad perceptions, attitudes, and memory. Results from an empirical study provide initial support for the framework, including new theoretical insights and explanatory ability beyond the objective orientation. Discussion focuses on implications for advertising theory and consumer research. Copyright 1992 by the University of Chicago.

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  • Mick, David Glen, 1992. "Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 411-424, March.
    • Handle: RePEc:oup:jconrs:v:18:y:1992:i:4:p:411-24
    DOI: 10.1086/209270
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    Cited by:

    1. Pillai, Kishore Gopalakrishna & Katsikeas, Constantine S. & Presi, Caterina, 2012. "Print advertising: Type size effects," Journal of Business Research, Elsevier, vol. 65(6), pages 865-868.
    2. Rik Pieters & Michel Wedel, 2012. "Ad Gist: Ad Communication in a Single Eye Fixation," Marketing Science, INFORMS, vol. 31(1), pages 59-73, January.
    3. Brijs, Kris & Bloemer, Josée & Kasper, Hans, 2011. "Country-image discourse model: Unraveling meaning, structure, and function of country images," Journal of Business Research, Elsevier, vol. 64(12), pages 1259-1269.
    4. Chebat, Jean-Charles & Charlebois, Mathieu & Gelinas-Chebat, Claire, 2001. "What makes open vs. closed conclusion advertisements more persuasive? The moderating role of prior knowledge and involvement," Journal of Business Research, Elsevier, vol. 53(2), pages 93-102, August.
    5. Nikola VANGELOV, 2024. "Digital advertising in smart cities – methods for raising consumer engagement," Smart Cities and Regional Development (SCRD) Journal, Smart-EDU Hub, Faculty of Public Administration, National University of Political Studies & Public Administration, vol. 8(2), pages 53-62, February.
    6. Chebat, Jean-Charles & Chebat, Claire Gelinas & Vaillant, Dominique, 2001. "Environmental background music and in-store selling," Journal of Business Research, Elsevier, vol. 54(2), pages 115-123, November.
    7. Tuhin Chattopadhyay, 2010. "The Information Processing of Advertisements by Urban Young Men of India," Global Business Review, International Management Institute, vol. 11(3), pages 449-462, October.
    8. Bing Yuan & Alessandro M. Peluso, 2021. "The Influence of Word-Of-Mouth Referral on Consumers’ Purchase Intention: Experimental Evidence from WeChat," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    9. Gavin L. Fox & Stephen J. Lind, 2020. "A framework for viral marketing replication and mutation," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 206-222, December.
    10. Kar Yan Tam & Shuk Ying Ho, 2005. "Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective," Information Systems Research, INFORMS, vol. 16(3), pages 271-291, September.
    11. repec:dgr:rugsom:95b28 is not listed on IDEAS
    12. Ouwersloot, J. & Tudorica, A., 2001. "Brand personality creation through advertising," Research Memorandum 039, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    13. Rosbergen, Edward & Pieters, Rik & Wedel, Michel, 1995. "Undirected visual attention to advertising : a segment-level analysis," Research Report 95B28, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    14. Wang, Fang & Karimi, Sahar, 2019. "This product works well (for me): The impact of first-person singular pronouns on online review helpfulness," Journal of Business Research, Elsevier, vol. 104(C), pages 283-294.
    15. Cheng, Peiyao & Zhang, Chao, 2023. "Show me insides: Investigating the influences of product exploded view on consumers’ mental imagery, comprehension, attitude, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    16. Puntoni, S. & Schroeder, J.E. & Ritson, M., 2006. "Polysemy in Advertising," ERIM Report Series Research in Management ERS-2006-043-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    17. Eliza K. Dehay & Jan R. Landwehr, 2019. "A MAP for effective advertising: the metaphoric advertising processing model," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 289-303, December.
    18. Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.

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