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Abstract
Previous studies of the miscomprehension of advertisements and related stimuli have employed various measures and have reported various rates of miscomprehension. The present study was designed to test the performance of two types of recognition measures (i.e., true-false vs. multiple choice questions) for assessing miscomprehension and to explore the effect of type of ad appeal (i.e., cognitive vs. affective) on miscomprehension measurement. Results indicated that multiple choice questions are somewhat easier for subjects to answer correctly. However, significant miscomprehension occurred with both question formats, and the performance of the two types of questions depended, to some extent, on the nature of the stimulus.