The Effects of Syntactic Complexity on Advertising Persuasiveness

Tina M. Lowrey

134 citations0/0 files storedJournal of Consumer Psychology

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Linguistics and Discourse Analysis

Abstract

Three experiments investigated the effects of syntactic complexity on the persuasiveness of advertising. Experiment 1 showed that, in a broadcast advertising context, syntactic complexity affects recall and recognition but not the persuasiveness of the advertising. However, Experiment 2 indicated that, in a print context, persuasiveness of an advertisement is affected by syntactic complexity. Finally, Experiment 3 demonstrated that motivation to process information interacts with syntactic complexity to determine the persuasiveness of print advertising. These results imply that the impact of syntactic complexity on advertising effectiveness is more complicated than previously thought.

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References

1982The need for cognition.1986Communication and Persuasion 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1979Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses.1986The psychology of reading and language comprehension 1968Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change 1968Psychological Foundations of Attitudes

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