| Authors and Corporations: | , |
|---|---|
| In: | Journal of Marketing, 44, 1980, 1, p. 57-66 |
| published: |
SAGE Publications
|
| Media Type: | Article, E-Article |
| Physical Description: | 57-66 |
|---|---|
| ISSN: |
0022-2429
1547-7185 |
| DOI: | 10.1177/002224298004400108 |
| published in: | Journal of Marketing |
| Language: | English |
| Subjects: | |
| Collection: | SAGE Publications (CrossRef) |
<jats:p> It may be ill-advised for advertisers to avoid technical language in print media messages directed to household consumers. Results of an experiment reported here suggest that technical wording levels in ads combine with the audience's educational levels and product experience to generate a series of product perceptions, advertising evaluations, and purchase considerations. </jats:p> |