Effects of Ambiguity and Complexity on Consumer Response to Music Video Commercials

Jacqueline Hitchon, Peter Duckler, Esther Thorson

Research output: Contribution to journalArticlepeer-review

Abstract

This study examines the impact of ambiguity and complexity on the effectiveness of music video ads, two factors identified in the film and communication literatures as important dimensions in music video and film production. Target and filler commercials were embedded in programming in an experiment that varied ambiguity and complexity across ads for six products. Findings indicate a main effect of ambiguity on persuasion, with low levels of ambiguity producing significantly more favorable attitudes toward the brand and toward the ad. On the other hand, results for complexity were mixed.

Original languageEnglish (US)
Pages (from-to)289-306
Number of pages18
JournalJournal of Broadcasting & Electronic Media
Volume38
Issue number3
DOIs
StatePublished - Jun 1994
Externally publishedYes

ASJC Scopus subject areas

  • Communication

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