TY - JOUR
T1 - Effects of Ambiguity and Complexity on Consumer Response to Music Video Commercials
AU - Hitchon, Jacqueline
AU - Duckler, Peter
AU - Thorson, Esther
PY - 1994/6
Y1 - 1994/6
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=0010121150&partnerID=8YFLogxK
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U2 - 10.1080/08838159409364266
DO - 10.1080/08838159409364266
M3 - Article
AN - SCOPUS:0010121150
SN - 0883-8151
VL - 38
SP - 289
EP - 306
JO - Journal of Broadcasting & Electronic Media
JF - Journal of Broadcasting & Electronic Media
IS - 3
ER -