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The authors classify an advertisement as an extended symbolic message (ESM) when the ad's subject and message are presented in a nonliteral format. The study compares the advertising effectiveness of the ESM with that of a literally equivalent message (LEM) when the ESM contains either a salient cue (Experiment 1) or subtle cue (Experiment 2) to a nonliteral interpretation. The results indicate that the audience's need for cognition moderates the effectiveness of the ESM. In comparison with an LEM, exposure to the ESM that contained a salient cue resulted in fewer counterarguments and a more favorable attitude toward the ad and brand among high-NFC subjects in experiment 1. These results were replicated in experiment 2 among high-NFC subjects who successfully comprehended the non-literal subject of the ESM that contained a subtle cue. The implications of these results and directions for future research are discussed.

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This article provides a basic conceptual foundation for a new field of study that considers the decisions and activities of consumers within a logistics framework. Five subsystems in industrial logistics, as suggested by Bowersox (1978),furnish the conceptual underpinnings for this work. The article explores various issues related to a program of study of the field of consumer logistics, and it proposes problems to be investigated, as well as means for their investigation.

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