| Authors and Corporations: | , |
|---|---|
| In: | Journal of Marketing, 44, 1980, 1, p. 57-66 |
| published: |
American Marketing Association
|
| Media Type: | Article, E-Article |
| Physical Description: | 57-66 |
|---|---|
| ISSN: |
0022-2429
|
| published in: | Journal of Marketing |
| Language: | English |
| Collection: | sid-55-col-jstorbusiness sid-55-col-jstoras7 sid-55-col-jstorbusiness2archive JSTOR Business & Economics JSTOR Arts & Sciences VII Archive JSTOR Business II Archive |
<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.</p> |