IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v16y1989i3p354-60.html
   My bibliography  Save this article

Ambiguity, Processing Strategy, and Advertising-Evidence Interactions

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/209221
    Download Restriction: no
    File URL: https://libkey.io/10.1086/209221?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:16:y:1989:i:3:p:354-60. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.