Intelligence differences in reaction to advertisements

Abstract

46 children in the third term of high school rated 48 advertisements as excellent, good, medium, poor, terrible. The subjects were classed into three groups: high (19 S's, av. IQ 135), average (15 S's, av. IQ 104.5), and low (12 S's, av. IQ 83) in intelligence. Rank difference correlations among the judgments of the groups were: average and high groups, .73; average and low groups, .75; high and low groups, .58. The more intelligent subjects were less responsive to color than the less intelligent subjects. The intelligent children preferred advertisements with pictures of people in them, and also humorous advertisements. Other differences are noted. (PsycInfo Database Record (c) 2025 APA, all rights reserved)