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

Author(s): Duckler, P., Thorson, E.

Journal/Book: J Broadcast Electron Media. 1994; 38: 1771 N Street NW, Washington, DC 20036. Broadcast Educ Assn. 289-306.

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.

Note: Article J Hitchon, Univ Wisconsin, Sch Journalism & Mass Commun, Madison, WI 53706 USA

Keyword(s): TELEVISION; MODERATOR; FREQUENCY; BEHAVIOR; AUDIENCE; EXPOSURE; LIKING; MEDIA

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