Ambiguity, Processing Strategy, and Advertising-Evidence Interactions
Two moderators of advertising-evidence interaction, the ambiguity of the evidence and consumers' information processing strategies, with a theoretical account of ambiguity that identifies the structural characteristics that make evidence about product quality open to one interpretation or several. Experiment 1: ambiguity of the decision environment played a major part. Experiment 2: processing strategies influenced advertising's effect on interpretation.
Two moderators of advertising-evidence interaction, the ambiguity of the evidence and consumers' information processing strategies, with a theoretical account of ambiguity that identifies the structural characteristics that make evidence about product quality open to one interpretation or several. Experiment 1: ambiguity of the decision environment played a major part. Experiment 2: processing strategies influenced advertising's effect on interpretation.
Written from the abstract read 2026-10-18.
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Ha, Y.-W., & Hoch, S. J. (1989). Ambiguity, Processing Strategy, and Advertising-Evidence Interactions. Journal of Consumer Research, 16(3), 354-360. doi:10.1086/209221.