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Print advertising: Type size effects

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  • Pillai, Kishore Gopalakrishna
  • Katsikeas, Constantine S.
  • Presi, Caterina

Abstract

Previous research identifies two types of advertising comprehension—objective comprehension and subjective comprehension—with the former message-based and the latter receiver-based. This study examines the effects of body-copy type size on readers' subjective and objective comprehension of the message in a typical print ad. The study finds that type size has a significant positive effect on subjective comprehension of the ad, but not on objective comprehension. Subjective comprehension mediates the positive effect of type size on attitude toward the advertised product. The main implication of the study is that advertisers should use as large a type size as possible for the copy in all ads that contain text.

Suggested Citation

  • Pillai, Kishore Gopalakrishna & Katsikeas, Constantine S. & Presi, Caterina, 2012. "Print advertising: Type size effects," Journal of Business Research, Elsevier, vol. 65(6), pages 865-868.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:865-868
    DOI: 10.1016/j.jbusres.2010.04.010
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    References listed on IDEAS

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    Cited by:

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    5. Kevin L. Sample & Henrik Hagtvedt & S. Adam Brasel, 2020. "Components of visual perception in marketing contexts: a conceptual framework and review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 405-421, May.

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