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http://dx.doi.org/10.14400/JDC.2015.13.6.141

The Influence of Ambiguity in Ads on Perceived Interpretation Difficulty and Attitude toward Ads: Moderating Effect of Thinking Style  

Chung, Jai-Ik (Dept. of Business Administration, Seojeong College)
Yun, Kyu-Do (Dept. of Business Administration, Kumoh National Institute of Technology)
Kim, Gwi-Gon (Dept. of Business Administration, Kumoh National Institute of Technology)
Publication Information
Journal of Digital Convergence / v.13, no.6, 2015 , pp. 141-150 More about this Journal
Abstract
This study examined the negative influence of ambiguity on the attitude toward ads by using mediating variable, perceived interpretation difficulty. It also tested the moderating effect of thinking style between ambiguity and perceived interpretation difficulty. In results, we found as follows. 1) Perceived interpretation difficulty is higher in case of higher ambiguity than lower one. 2) The influence of ambiguity on perceived interpretation difficulty is moderated by thinking style. 3) Attitude toward ads is more unfavorable in higher perceived interpretation difficulty than lower one. The results of this study may provide the implications that ambiguity ads using digital convergence media has to be connected to positive attitude for being successful and marketing staffs must consider thinking style as a key success factor to establish global advertising strategy.
Keywords
Ambiguity; Perceived interpretation difficulty; Thinking Style; digital convergence media;
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Times Cited By KSCI : 1  (Citation Analysis)
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