Are low-literate and high-literate consumers different? Applying resource-matching theory to ad processing across literacy levels

This research investigates whether low-literate consumers process written advertisements differently than high-literate consumers do. Consistent with resource-matching theory (RMT), the first experiment reveals that, unlike high-literate processors, when low-literate processors read ads of moderate complexity, involvement with the ad does not affect processing. The second experiment extends RMT's applicability to both low- and high-literate consumers by demonstrating that low-literate processors' reading outcomes mirror those of high-literate processors when ads are written to reflect their reading capability.

Research Highlights► We test whether low-literate consumers are different from high-literate consumers. ► Involvement does not affect low-literate consumers’ moderately complex ad processing. ► Low-literate consumers’ reading mirrors high-literate consumers in a simple ad.