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Ambiguity, Processing Strategy, and Advertising-Evidence Interactions

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  • Ha, Young-Won
  • Hoch, Stephen J

Abstract

Although advertising persuades through overt appeals to reason or emotion, we focus on the indirect process by which advertising influences the interpretation of objective product evidence. We investigate how two factors moderate advertising-evidence interactions: the ambiguity of the evidence and consumer information processing strategies. We provide a theoretical account of ambiguity, identifying structural characteristics that render evidence about product quality open to either one or multiple interpretations. In our first experiment, the ambiguity of a decision environment played a key role in determining the effect of advertising on product quality perception. In our second experiment, different information processing strategies influence advertising's effects on interpretation of the evidence. Copyright 1989 by the University of Chicago.

Suggested Citation

  • Ha, Young-Won & Hoch, Stephen J, 1989. "Ambiguity, Processing Strategy, and Advertising-Evidence Interactions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 354-360, December.
  • Handle: RePEc:oup:jconrs:v:16:y:1989:i:3:p:354-60
    DOI: 10.1086/209221
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    Cited by:

    1. Korschun, Daniel & Du, Shuili, 2013. "How virtual corporate social responsibility dialogs generate value: A framework and propositions," Journal of Business Research, Elsevier, vol. 66(9), pages 1494-1504.
    2. Paul W. Ballantine & Lucie K. Ozanne & Rachel Bayfield, 2019. "Why Buy Free? Exploring Perceptions of Bottled Water Consumption and Its Environmental Consequences," Sustainability, MDPI, vol. 11(3), pages 1-11, February.
    3. Jean-Charles Pillet & Federico Pigni & Claudio Vitari, 2017. "Learning About Ambiguous Technologies: Conceptualization And Research Agenda," Post-Print halshs-01923653, HAL.
    4. Soojung Kim & Jiyang Bae, 2016. "Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators," International Journal of Corporate Social Responsibility, Springer, vol. 1(1), pages 1-14, December.
    5. Md Shamim Hossain & Mst Farjana Rahman, 2023. "Customer Sentiment Analysis and Prediction of Insurance Products’ Reviews Using Machine Learning Approaches," FIIB Business Review, , vol. 12(4), pages 386-402, December.
    6. Sergio Carvalho & Etayankara Muralidharan & Hari Bapuji, 2015. "Corporate Social ‘Irresponsibility’: Are Consumers’ Biases in Attribution of Blame Helping Companies in Product–Harm Crises Involving Hybrid Products?," Journal of Business Ethics, Springer, vol. 130(3), pages 651-663, September.
    7. Onesun Steve Yoo & Rakesh Sarin, 2018. "Consumer Choice and Market Outcomes Under Ambiguity in Product Quality," Marketing Science, INFORMS, vol. 37(3), pages 445-468, May.
    8. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.
    9. Jinwoo Kim & Jungwon Lee & Jae Yun Moon, 2001. "What Makes People Visit Internet Stores Again? Customer Loyalty for Purchase Involvements for Electronic Commerce," Vision, , vol. 5(1_suppl), pages 14-23, January.
    10. Rajesh Bagchi & Sung H. Ham & Chuan He, 2020. "Strategic Implications of Confirmation Bias‐Inducing Advertising," Production and Operations Management, Production and Operations Management Society, vol. 29(6), pages 1573-1596, June.

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