2025, Vol. 6, Issue 1, Part A
Aliterate consumers and product warnings in advertisements: The role of time
Author(s): Haeran Jae and Jodie L Ferguson
Abstract: This research investigates the phenomenon of consumer aliteracy, where individuals can read but choose not to in consumer contexts. Through three studies, we have identified a consistent pattern of consumer aliteracy behavior associated with understanding product warnings. The first study establishes the construct of consumer aliteracy and introduces a five-item measure for its assessment. Subsequent studies explore the implications of consumer aliteracy on comprehension of product warnings. The second study reveals that consumers exhibiting high levels of consumer aliteracy tend to spend less time reading product warnings, leading to reduced comprehension. The third study indicates that while time constraints negatively impact comprehension for non-aliterate consumers, they do not affect aliterate consumers similarly. These findings hold significant implications for marketing practitioners, public policymakers, and researchers in the marketing field, potentially reshaping marketing strategies and public policy to better cater to the needs of aliterate consumers.
DOI: 10.22271/27084450.2025.v6.i1a.98
Pages: 49-56 | Views: 111 | Downloads: 62
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How to cite this article:
Haeran Jae and Jodie L Ferguson. Aliterate consumers and product warnings in advertisements: The role of time. International Journal of Advanced Mass Communication and Journalism. 2025; 6(1): 49-56. DOI: 10.22271/27084450.2025.v6.i1a.98
