Picture–Text Incongruency in Print Advertisements among Low‐ and High‐Literacy Consumers

While low‐literacy consumers rely heavily on pictorial information when making market‐based decisions, they also do attempt to read relevant information. When the advertisement picture and text are aligned, so too should be the conclusions low‐literacy consumers draw. We ask what happens when the pictures and accompanying text are incongruent. Results of an experiment indicate that low‐literacy consumers misinterpreted an advertisement with text–picture incongruity more regularly than did high‐literacy consumers. Furthermore, low‐literacy consumers demonstrated errors in comprehension that reflect picture‐based processing. However, despite comprehension differences between low‐ and high‐literacy consumers, attitudes toward the advertisement did not differ.     

Decision Making by Low‐Literacy Consumers in the Presence of Point‐of‐Purchase Information

Low‐literacy consumers face disadvantages when making product choices. This article presents the results of two studies designed to explore differences in decision‐making behavior across consumer literacy levels, focusing on consumers’ ability to evaluate information in print ads and product packaging. The authors demonstrate that the presence of a visual decision aid at the point of purchase can improve choice for low‐literacy consumers.