Picture–Text Incongruency in Print Advertisements among Low‐ and High‐Literacy Consumers

While low‐literacy consumers rely heavily on pictorial information when making market‐based decisions, they also do attempt to read relevant information. When the advertisement picture and text are aligned, so too should be the conclusions low‐literacy consumers draw. We ask what happens when the pictures and accompanying text are incongruent. Results of an experiment indicate that low‐literacy consumers misinterpreted an advertisement with text–picture incongruity more regularly than did high‐literacy consumers. Furthermore, low‐literacy consumers demonstrated errors in comprehension that reflect picture‐based processing. However, despite comprehension differences between low‐ and high‐literacy consumers, attitudes toward the advertisement did not differ.