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The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research

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  • Scott, Linda M

Abstract

Consumer research on advertising response has gradually separated the act of reading an ad from the acquisition of brand information. Because the advertising text is the pathway through which brand information is accessed, current models truncate the process that leads to response in a way that distorts our view of both advertising and the mind that reads it. This author proposes that reader-response theory would help researchers study the process of reading as an essential link between advertising text and consumer response. Reader-response theory is a movement within literary criticism that emphasizes the study of reading over formal textual analysis. Copyright 1994 by the University of Chicago.

Suggested Citation

  • Scott, Linda M, 1994. "The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 461-480, December.
    • Handle: RePEc:oup:jconrs:v:21:y:1994:i:3:p:461-80
    DOI: 10.1086/209411
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    1. Daly, Bonita A. & Schuler, Drue K., 1998. "Redefining a certified public accounting firm," Accounting, Organizations and Society, Elsevier, vol. 23(5-6), pages 549-567.
    2. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in marketing: synthesis, critical review, and agenda for future research," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 304-323, December.
    3. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
    4. Matson-Barkat, Sheila & Puncheva-Michelotti, Petya & Koetz, Clara & Hennekam, Sophie, 2022. "Destigmatisation through social sharing of emotions and empowerment: The case of disabled athletes and consumers of disability sports," Journal of Business Research, Elsevier, vol. 149(C), pages 77-84.
    5. de Burgh-Woodman, Helene & Brace-Govan, Jan, 2006. "What's in a Name? A Comparative Analysis of Surf and Snow Brand Personalities," MPRA Paper 25385, University Library of Munich, Germany, revised 28 Dec 2006.
    6. Dean, Dianne & Arroyo-Gamez, Ramon E. & Punjaisri, Khanyapuss & Pich, Christopher, 2016. "Internal brand co-creation: The experiential brand meaning cycle in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3041-3048.
    7. Carnevale, Marina & Luna, David & Lerman, Dawn, 2017. "Brand linguistics: A theory-driven framework for the study of language in branding," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 572-591.
    8. Zhou, Lianxi & Poon, Patrick & Wang, Haizhong, 2015. "Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China," Journal of Business Research, Elsevier, vol. 68(3), pages 561-568.
    9. Ertimur, Burçak & Gilly, Mary C., 2012. "So Whaddya Think? Consumers Create Ads and Other Consumers Critique Them," Journal of Interactive Marketing, Elsevier, vol. 26(3), pages 115-130.
    10. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in Marketing: Synthesis, Critical Review, and Agenda for Future Research," Working Papers 2019-001, Department of Research, Ipag Business School.
    11. Healy, Jason C. & McDonagh, Pierre, 2013. "Consumer roles in brand culture and value co-creation in virtual communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1528-1540.
    12. Carter Morgan & Tatiana M. Fajardo & Claudia Townsend, 2021. "Show it or say it: how brand familiarity influences the effectiveness of image-based versus text-based logos," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 566-583, May.
    13. Cotte, June & Coulter, Robin A. & Moore, Melissa, 2005. "Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent," Journal of Business Research, Elsevier, vol. 58(3), pages 361-368, March.
    14. Sara L. McGaughey, 2006. "Reading as a method of inquiry: Representations of the born global," Management International Review, Springer, vol. 46(4), pages 461-480, August.
    15. Clemens Bechter & Giorgio Farinelli & Rolf-Dieter Daniel & Michael Frey, 2016. "Advertising between Archetype and Brand Personality," Administrative Sciences, MDPI, vol. 6(2), pages 1-11, June.
    16. Dimache, Alexandru & Wondirad, Amare & Agyeiwaah, Elizabeth, 2017. "One museum, two stories: Place identity at the Hong Kong Museum of History," Tourism Management, Elsevier, vol. 63(C), pages 287-301.
    17. 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.
    18. Anthony Galluzzo, 2021. "Au-delà de la musique : comment les fans inventent le récit de leurs idoles," Post-Print hal-04726787, HAL.
    19. Neil O'Boyle, 2009. "Analysing an Advertising Campaign: Towards an Integrated Cultural-Industrial Analysis," Sociological Research Online, , vol. 14(4), pages 50-64, September.
    20. Nusa Petek & Maja Konecnik Ruzzier, 2013. "Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 11(1 (Spring), pages 61-78.
    21. Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh, 2022. "Branded content experience in social media settings: a consumer culture theory perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 225-240, March.
    22. Orazi, Davide C. & Lei, Jing & Bove, Liliana L., 2021. "The effect of ending disclosure on the persuasiveness of narrative PSAs," Journal of Business Research, Elsevier, vol. 127(C), pages 241-251.

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