NDLI: Rhetorical figures in headings and their effect on text processing: the moderating role of information relevance and text length

Content Provider	IEEE Xplore Digital Library
Author	Huhmann, B.A. Mothersbaugh, D.L. Franke, G.R.
Copyright Year	1988
Abstract	Professionals involved in the creation of text-based communication face a number of challenges. These include overburdened and often uninterested users juxtaposed with the writer's desire to communicate relevant topical information. Uninvolved users are likely to ignore the message. This may be exacerbated by increases in text length designed to increase the amount and/or detail of information to be communicated. An experiment was conducted to examine the effect of rhetorical figures in text headings as to how users read and process the text (hereafter readership, as used in marketing). To the extent that higher levels of text readership increase user knowledge and skills, enhance topic-related attitudes, and facilitate beneficial topic-related behaviors, higher readership should yield desirable communication outcomes. Headings with rhetorical figures were hypothesized to enhance readership, particularly under conditions generally associated with relatively low readership, namely, lower perceived information relevance and longer text. Results generally support rhetorical figures' abilities to enhance readership, especially with longer texts.
Sponsorship	IEEE Professional Communication Society
Starting Page	157
Ending Page	169
Page Count	13
File Size	299485
File Format	PDF
ISSN	03611434
Volume Number	45
Issue Number	3
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2002-09-01
Publisher Place	U.S.A.
Access Restriction	One Nation One Subscription (ONOS)
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Text processing Context Face Marketing management Personnel Writing Manuals
Content Type	Text
Resource Type	Article
Subject	Industrial Relations Electrical and Electronic Engineering

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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Rhetorical figures in headings and their effect on text processing: the moderating role of information relevance and text length