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ISSN : 1229-8778
Although the previous studies investigated the ads messages with a certain level of ambiguity have positive impact on ads effectiveness, this study brought the ads effectiveness of ambiguous message into question, by verifying the negative effect of ambiguous messages. The level of ambiguity of each stimuli was controlled by providing the amount of information, such as visual, copy, and a picture of product. Respondents were surveyed on their attitude, purchasing intention toward 4 different stimuli, and their level of need for cognition(NFC) and tolerance of ambiguity(TOA). The findings showed that the ambiguity of messages had influenced to the effectiveness of advertisements in negatively. However, the interaction effect between the level of NFC or TOA were not observed. Implications and suggestions for further study suggestions were discussed.
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