광고 메시지의 애매모호성이 광고효과에 미치는 영향: 불확실성 회피 성향과 제품유형의 조절효과를 중심으로

초록

The purpose of this study is to investigate the moderating effect of uncertainty avoidance and product type on the ads with a certain level of ambiguity. To meet the purpose, this study conducted an experiment and ambiguity level of each stimuli was controlled by providing the amount of information such as visual, copy, and a picture of product. The findings of this study showed that there was significant interaction effect between the level of ambiguity of the ads and consumer’s uncertainty avoidance. That is, for the consumers with high level of uncertainty avoidance, the ads with low level of ambiguity was most effective, while for the consumers with low level of uncertainty, the ads with medium level of ambiguity was most effective. And the interaction effect between the level of ambiguity of the ads and product types was significant, too. Implications and suggestion for further study were discussed.

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