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Ambiguity, Processing Strategy, and Advertising-Evidence Interactions

Young-Won Ha and Stephen J. Hoch
Journal of Consumer Research
Vol. 16, No. 3 (Dec., 1989), pp. 354-360
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489516
Page Count: 7
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Ambiguity, Processing Strategy, and Advertising-Evidence Interactions
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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 influenced advertising's effects on interpretation of the evidence.

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