Construct · 1 fields · 1 citations

levels of subjective comprehension: a standalone construct

One name. One construct. A landmark on the map.

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Advertising

a hierarchy of how deeply viewers understand an ad, from surface meanings to implied and personal meanings, linked to ad liking and memory.

In advertising, levels of subjective comprehension refers to a hierarchy of how deeply viewers understand an ad, from surface meanings to implied and personal meanings, linked to ad liking and memory. This meaning comes from Mick (1992) in Journal of Consumer Research.[1]

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Nearby constructs

comprehension2 fields · 2 citationsjingle · one word, two constructs hierarchy4 fields · 4 citationsjingle · one word, four constructs memory6 fields · 18 citationsjingle · one name, six constructs

References

Mick, D. G. (1992). Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory. Journal of Consumer Research, 18(4), 411. https://doi.org/10.1086/209270

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