Comprehension and Miscomprehension of Print Communication
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A01=Jacob Jacoby
A01=Wayne D. Hoyer
advertising effectiveness studies
Ar El
Author_Jacob Jacoby
Author_Wayne D. Hoyer
Average Percent Correct Scores
beliefs
Category=JBCT
Category=KNT
cognitive psychology methods
Communication Beliefs
communications
comprehension assessment in media
consumer understanding analysis
content
Crest Toothpaste
Designated Respondent
editorial
Editorial Communications
Editorial Content
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
information processing models
language comprehension research
magazine
Magazine Communications
mass
Mass Media
Mass Media Communications
Mass Media Magazines
media
message interpretation accuracy
Morphemic Representation
Network Tv Broadcast
Om En
Perfect Comprehension
Print Communication
Quiz Item
readers
referent
Referent Beliefs
test
Test Communications
Test Magazines
Thematic Representations
True False Format
True False Quizzes
Tukey HSD Procedure
Tv Study
Product details
- ISBN 9780805800876
- Weight: 660g
- Dimensions: 156 x 234mm
- Publication Date: 01 Oct 1987
- Publisher: Taylor & Francis Inc
- Publication City/Country: US
- Product Form: Hardback
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First Published in 1987. To writers and visualizers, this study sets a range of expectations for comprehension and miscomprehension—pointing the finger of caution that even what seems the simplest of language can be misunderstood, but also calling forth their best efforts, because this benchmark study shows that some communications can be much more successful than others and there is usually room for improvement. To advertisers, the study says that perhaps we often take comprehension too much for granted, being satisfied when consumers respond with something in the general area of our message, rather than in the precise area of what is meant. To academicians, the study gives reliable reference points for thought and dialogue among themselves and the advertising and publishing communities. It underlines what intuitive editors and writers have always known but have not always practiced: that words and ideas are fragile—handle with care if you hope to deliver them intact from one mind to another.
Jacob Jacoby Merchants Council Professor f Retail Management and Consumer Behavior, New York University; Wayne D. Hoyer Associate Professor of Marketing University of Texas at Austin
