Aliterate Consumers in the Marketplace.
- Resource Type
- Article
- Authors
- Haeran Jae; Ferguson, Jodie L.
- Source
- Advances in Consumer Research. 2010, Vol. 37, p820-821. 2p.
- Subject
- *CONSUMER research
*CONSUMER behavior
*PRODUCT advertising
*CONSUMER attitudes
*EXECUTIVES
- Language
- ISSN
- 0098-9258
The article focuses on the study that explores the effects of consumer aliteracy on consumer behaviors. It investigates whether consumer aliteracy bring about lower advertising (ad) comprehension/ad liking, and whether visual aids in advertisements moderate the relationship between consumer aliteracy and ad comprehension/ad liking. It reveals that an investigation of consumer aliteracy may enable managers to either try to influence the consumer aliteracy tendencies.