Cognitions and information processing from advertisements : more versus less literate consumers.

• Main Author: Mai, Van Xuan.
• Other Authors: Marshall, Roger
• Format: Theses and Dissertations
• Language: English
• Published: 2008
• Subjects: DRNTU::Business::Advertising::Advertising method
• Online Access: http://hdl.handle.net/10356/7552
• Institution: Nanyang Technological University

This study argues that consumers with different literacy levels have different motivations, abilities and prior knowledge to process information from advertisements that result in different attitude changes towards brand information processing. The study examines whether information processing diffe...