Impact of ambiguous cues in billboard advertising on consumers' purchasing decisions

Despite the exceptional influence of ambiguous cues in billboard advertisements as discursive resources, ambiguous cues still need to be better conceptualised. This study examines whether high ambiguous (vs low ambiguous) cues increase consumers' predisposition to a more favourable purchase decision. However, to extend this scholarly investigation into the effects of ambiguous cues on consumers' purchase decisions. A sample of 64 postgraduate students and academic staff was drawn for a post-test-only control group with between-subject designs in 2x2x2 ensued into eight conditions. The study revealed several noteworthy findings; first, most respondents had seen a billboard advertisement before, and a significant number had seen billboard advertisements more than 4 to 5 times a week. Second, this study discovered that high ambiguous arguments ad1 significantly influence consumers' purchase decisions more than low ambiguous arguments ad5. Third, high ambiguous images ad2 favourably influenced consumers' purchase decisions more than low ambiguous images ad6. Fourth, the high ambiguous typefaces ad3 favourably influenced consumers' purchase decisions more than low ambiguous typefaces ad7. Fifth, the high ambiguous ad4 influenced more favourable consumers' purchase decisions than the low ambiguous ad 8. Finally, the study showed that high-ambiguous ads influence consumers' purchase decisions more favourably than low-ambiguous ads. Moreover, the motivation was not significant across four experimental conditions. The study tested some of the key predictions of the Elaboration Likelihood Model, Social judgment theory, and Strategic ambiguity models with the cues. It discovered that people are persuaded by central or peripheral routes based on their capacity and perceptions to elaborate and judge. Therefore, it is recommended that managers and practitioners utilize ambiguous cues in billboard advertising to align with the multicultural and multiracial ideology. This will enable them to effectively communicate with various segments of consumers and achieve unity amidst diversity. By doing so, they can capture consumer attention, encourage multiple interpretations, drive favourable behaviours, and ultimately influence purchasing decisions and brand perception. The theoretical framework and future studies pertaining to this topic are thoroughly discussed.

Text 123245.pdf Download (2MB) Official URL or Download Paper: https://ethesis.upm.edu.my/id/eprint/18717

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