Are low-literate and high-literate consumers different? Applying resource-matching theory to ad processing across literacy levels

Haeran Jae, Devon S. DelVecchio, Terry L. Childers

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

This research investigates whether low-literate consumers process written advertisements differently than high-literate consumers do. Consistent with resource-matching theory (RMT), the first experiment reveals that, unlike high-literate processors, when low-literate processors read ads of moderate complexity, involvement with the ad does not affect processing. The second experiment extends RMT's applicability to both low- and high-literate consumers by demonstrating that low-literate processors' reading outcomes mirror those of high-literate processors when ads are written to reflect their reading capability.

Original languageEnglish (US)
Pages (from-to)312-323
Number of pages12
JournalJournal of Consumer Psychology
Volume21
Issue number3
DOIs
StatePublished - Jul 1 2011

Keywords

  • Low-literate consumers
  • Resource-matching theory

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