Technical Wording in Advertising: Implications for Market Segmentation
实验发现，广告中的技术用语水平与受众的教育程度和产品经验相互作用，影响产品感知、广告评价和购买意愿，对市场细分有启示。
It may be ill-advised for advertisers to avoid technical language in print media messages directed to household consumers. Results of an experiment reported here suggest that technical wording levels in ads combine with the audience's educational levels and product experience to generate a series of product perceptions, advertising evaluations, and purchase considerations.