Pillai, Kishore Gopalakrishna; Katsikeas, Constantine S.; … - In: Journal of Business Research 65 (2012) 6, pp. 865-868
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 …