Is the Perception of Informativeness Determined by the Quantity or the Type of Information in Advertising

Abstract

Abstract This study was conducted to answer the question of whether the number or the type of information in advertising affects the perception of advertising informativeness. A sample of Ad-Chart-scored industrial magazine advertisements were content analyzed using the Resnik-Stern classification system. The coded information cues were selected to represent the predictor variables of information quantity and information type. Ad-Chart informativeness index scores were selected to represent the criterion variable of perceived informativeness. Regression analyses revealed that the type rather than the quantity of information positively affected the perception of advertising informativeness.