Onderzoeksartikel

Massacommunicatie op etiketteksten: experimenteel onderzoek naar de effecten van het thematisch structureren van informatie en het gebruik van kopjes op begrip, waardering en attitude

---

Abstract

An inconspicuous type of mass communication is the information on labels of hazardous products. Although short, a product label text contains a number of different information types and pursues different goals. This study addresses the question whether a topical text structure and signaling this structure with headings affects the comprehension, persuasiveness, and appreciation of product label texts. These questions were investigated within two populations: students and older, non-students. The text was topically organized with headings signaling the subtopics, or topically organized without headings, or not topically organized. A topical text structure led to a better comprehension for the students, but to a worse comprehension for the non-students. Signaling the structure did not affect comprehension. After different text versions had been read, signaling the topical structure functioned as a peripheral cue which increased the perceived usability of the product. The non-student subjects responded the same way to the text manipulations as the student subjects on the attitude and appreciation dimensions. This finding lends support to the generalizibility of attitude and appreciation results obtained with students.

How to Cite:

Hoeken, H., Spooren, W., Beijers, G. & Van Wijk, C., (1993) “Massacommunicatie op etiketteksten: experimenteel onderzoek naar de effecten van het thematisch structureren van informatie en het gebruik van kopjes op begrip, waardering en attitude”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 21(4), 289–307.