Construct · 1 fields · 1 citations

miscomprehension of televised communication: a standalone construct

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

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Advertising

the share of meanings that viewers misunderstand in short television messages, including ads, measured with true-false quizzes.

In advertising, miscomprehension of televised communication refers to the share of meanings that viewers misunderstand in short television messages, including ads, measured with true-false quizzes. This meaning comes from Jacoby (1982) in Journal of Marketing.[1]

Unit
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Measured by

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Nearby constructs

share2 fields · 2 citationsjingle · one word, two constructs short3 fields · 4 citationsjingle · one word, three constructs

References

Jacoby, J., & Hoyer, W. D. (1982). Viewer Miscomprehension of Televised Communication: Selected Findings. Journal of Marketing, 46(4), 12-26. https://doi.org/10.1177/002224298204600402

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