Viewer Miscomprehension of Televised Communication—A Comment
Open Access
- 1 September 1982
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 46 (4) , 27-31
- https://doi.org/10.1177/002224298204600403
Abstract
This paper is a consideration of what the authors believe to be the most important question associated with the Jacoby/Hoyer miscomprehension study: Is the approximately 30% miscomprehension rate found likely to be a normative indicator one can expect for televised communication, or is it a biased estimate?Keywords
This publication has 2 references indexed in Scilit:
- Designing Research for ApplicationJournal of Consumer Research, 1981
- Deception in Advertising: A Conceptual ApproachJournal of Marketing, 1975