Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans
Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (p...
Ausführliche Beschreibung
Gespeichert in:
| Autor*in: |
Zúñiga, Miguel Angel [verfasserIn] |
|---|
| Format: |
Artikel |
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| Sprache: |
Englisch |
| Erschienen: |
2015 |
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| Rechteinformationen: |
Nutzungsrecht: © Emerald Group Publishing Limited |
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| Schlagwörter: |
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| Übergeordnetes Werk: |
Enthalten in: The journal of consumer marketing - Bingley : Emerald Publishing Limited, 1983, 32(2015), 3, Seite 145-156 |
|---|---|
| Übergeordnetes Werk: |
volume:32 ; year:2015 ; number:3 ; pages:145-156 |
| Links: |
|---|
| DOI / URN: |
10.1108/JCM-10-2014-1182 |
|---|
| Katalog-ID: |
OLC1957957603 |
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| 520 | |a Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD. | ||
| 540 | |a Nutzungsrecht: © Emerald Group Publishing Limited | ||
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Market research/consumer behaviour | |
| 650 | 4 | |a Demographic aspects | |
| 650 | 4 | |a Consumer behavior | |
| 650 | 4 | |a Attitudes | |
| 650 | 4 | |a Hispanic Americans | |
| 650 | 4 | |a Ethnicity | |
| 650 | 4 | |a Purchasing power | |
| 650 | 4 | |a Cultural identity | |
| 650 | 4 | |a Studies | |
| 650 | 4 | |a Research | |
| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Boundary conditions | |
| 700 | 1 | |a Torres, Ivonne M |4 oth | |
| 700 | 1 | |a Niculescu, Mihai |4 oth | |
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10.1108/JCM-10-2014-1182 doi PQ20160617 (DE-627)OLC1957957603 (DE-599)GBVOLC1957957603 (PRQ)e1385-d76a60ed48b83fcfc06f5b42f1255ba4ac7048f1c2cf37a5eb823c2523f565910 (KEY)0165316420150000032000300145boundaryconditionstotheeffectoffluencyandcomprehen DE-627 ger DE-627 rakwb eng 330 ZDB 49.00 bkl Zúñiga, Miguel Angel verfasserin aut Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans 2015 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD. Nutzungsrecht: © Emerald Group Publishing Limited Marketing Market research/consumer behaviour Demographic aspects Consumer behavior Attitudes Hispanic Americans Ethnicity Purchasing power Cultural identity Studies Research Advertising Boundary conditions Torres, Ivonne M oth Niculescu, Mihai oth Enthalten in The journal of consumer marketing Bingley : Emerald Publishing Limited, 1983 32(2015), 3, Seite 145-156 (DE-627)168068451 (DE-600)630151-4 (DE-576)015923576 0736-3761 nnns volume:32 year:2015 number:3 pages:145-156 http://dx.doi.org/10.1108/JCM-10-2014-1182 Volltext http://search.proquest.com/docview/1678449579 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW GBV_ILN_26 GBV_ILN_4012 49.00 AVZ AR 32 2015 3 145-156 |
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10.1108/JCM-10-2014-1182 doi PQ20160617 (DE-627)OLC1957957603 (DE-599)GBVOLC1957957603 (PRQ)e1385-d76a60ed48b83fcfc06f5b42f1255ba4ac7048f1c2cf37a5eb823c2523f565910 (KEY)0165316420150000032000300145boundaryconditionstotheeffectoffluencyandcomprehen DE-627 ger DE-627 rakwb eng 330 ZDB 49.00 bkl Zúñiga, Miguel Angel verfasserin aut Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans 2015 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD. Nutzungsrecht: © Emerald Group Publishing Limited Marketing Market research/consumer behaviour Demographic aspects Consumer behavior Attitudes Hispanic Americans Ethnicity Purchasing power Cultural identity Studies Research Advertising Boundary conditions Torres, Ivonne M oth Niculescu, Mihai oth Enthalten in The journal of consumer marketing Bingley : Emerald Publishing Limited, 1983 32(2015), 3, Seite 145-156 (DE-627)168068451 (DE-600)630151-4 (DE-576)015923576 0736-3761 nnns volume:32 year:2015 number:3 pages:145-156 http://dx.doi.org/10.1108/JCM-10-2014-1182 Volltext http://search.proquest.com/docview/1678449579 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW GBV_ILN_26 GBV_ILN_4012 49.00 AVZ AR 32 2015 3 145-156 |
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10.1108/JCM-10-2014-1182 doi PQ20160617 (DE-627)OLC1957957603 (DE-599)GBVOLC1957957603 (PRQ)e1385-d76a60ed48b83fcfc06f5b42f1255ba4ac7048f1c2cf37a5eb823c2523f565910 (KEY)0165316420150000032000300145boundaryconditionstotheeffectoffluencyandcomprehen DE-627 ger DE-627 rakwb eng 330 ZDB 49.00 bkl Zúñiga, Miguel Angel verfasserin aut Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans 2015 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD. Nutzungsrecht: © Emerald Group Publishing Limited Marketing Market research/consumer behaviour Demographic aspects Consumer behavior Attitudes Hispanic Americans Ethnicity Purchasing power Cultural identity Studies Research Advertising Boundary conditions Torres, Ivonne M oth Niculescu, Mihai oth Enthalten in The journal of consumer marketing Bingley : Emerald Publishing Limited, 1983 32(2015), 3, Seite 145-156 (DE-627)168068451 (DE-600)630151-4 (DE-576)015923576 0736-3761 nnns volume:32 year:2015 number:3 pages:145-156 http://dx.doi.org/10.1108/JCM-10-2014-1182 Volltext http://search.proquest.com/docview/1678449579 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW GBV_ILN_26 GBV_ILN_4012 49.00 AVZ AR 32 2015 3 145-156 |
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10.1108/JCM-10-2014-1182 doi PQ20160617 (DE-627)OLC1957957603 (DE-599)GBVOLC1957957603 (PRQ)e1385-d76a60ed48b83fcfc06f5b42f1255ba4ac7048f1c2cf37a5eb823c2523f565910 (KEY)0165316420150000032000300145boundaryconditionstotheeffectoffluencyandcomprehen DE-627 ger DE-627 rakwb eng 330 ZDB 49.00 bkl Zúñiga, Miguel Angel verfasserin aut Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans 2015 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD. Nutzungsrecht: © Emerald Group Publishing Limited Marketing Market research/consumer behaviour Demographic aspects Consumer behavior Attitudes Hispanic Americans Ethnicity Purchasing power Cultural identity Studies Research Advertising Boundary conditions Torres, Ivonne M oth Niculescu, Mihai oth Enthalten in The journal of consumer marketing Bingley : Emerald Publishing Limited, 1983 32(2015), 3, Seite 145-156 (DE-627)168068451 (DE-600)630151-4 (DE-576)015923576 0736-3761 nnns volume:32 year:2015 number:3 pages:145-156 http://dx.doi.org/10.1108/JCM-10-2014-1182 Volltext http://search.proquest.com/docview/1678449579 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW GBV_ILN_26 GBV_ILN_4012 49.00 AVZ AR 32 2015 3 145-156 |
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10.1108/JCM-10-2014-1182 doi PQ20160617 (DE-627)OLC1957957603 (DE-599)GBVOLC1957957603 (PRQ)e1385-d76a60ed48b83fcfc06f5b42f1255ba4ac7048f1c2cf37a5eb823c2523f565910 (KEY)0165316420150000032000300145boundaryconditionstotheeffectoffluencyandcomprehen DE-627 ger DE-627 rakwb eng 330 ZDB 49.00 bkl Zúñiga, Miguel Angel verfasserin aut Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans 2015 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD. Nutzungsrecht: © Emerald Group Publishing Limited Marketing Market research/consumer behaviour Demographic aspects Consumer behavior Attitudes Hispanic Americans Ethnicity Purchasing power Cultural identity Studies Research Advertising Boundary conditions Torres, Ivonne M oth Niculescu, Mihai oth Enthalten in The journal of consumer marketing Bingley : Emerald Publishing Limited, 1983 32(2015), 3, Seite 145-156 (DE-627)168068451 (DE-600)630151-4 (DE-576)015923576 0736-3761 nnns volume:32 year:2015 number:3 pages:145-156 http://dx.doi.org/10.1108/JCM-10-2014-1182 Volltext http://search.proquest.com/docview/1678449579 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW GBV_ILN_26 GBV_ILN_4012 49.00 AVZ AR 32 2015 3 145-156 |
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The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. 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boundary conditions to the effect of fluency and comprehension on aad when targeting hispanics vs whites with single meaning vs polysemous slogans |
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Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans |
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Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD. |
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Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD. |
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Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD. |
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