Truth in the meaning of advertisements

A review of the literature suggests that consumer research has not fully investigated the nature of various consumer meaning processes. This paper suggests that meaning is a simultaneous, two-stage process involving meaning construction (termed the nature of meaning) and an assessment of meaning validity (termed the truth in meaning). Contributions from traditional information processing and postpositivist perspectives are integrated in developing this perspective. The nature of meaning is explored and propositions are offered addressing the role of consumer goals and knowledge in the development of meaning. Finally, implications for consumer research are offered.