The Jacoby/Hoyer findings of a “norm” or “natural error rate” of miscomprehension when viewing televised communication appears to be an artifact arising from using a single recognition measurement technique. Results from a recent FTC copy test suggest that significantly different levels of miscomprehension would result if other measurements such as recall were also included. The difficulty of providing a valid measure of miscomprehension is also explored.
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References
1.
American Association of Advertising Agencies (1980), “Miscomprehension Study,”Washington Newsletter (October).
2.
JacobyJ., HoyerW. D., and ShelugaD. A. (1980), The Miscomprehension of Televised Communication, New York: American Association of Advertising Agencies.
3.
TathamRonald (1982), personal communication (Vice President, Burke Marketing Research, Cincinnati OH).
