Breaking through the clutter and the impact of ambiguous arguments on consumers' purchase decisions

Breaking through the clutter and the impact of ambiguous arguments on consumers' purchase decisions

The study explored the proliferation and codification of discursive resources related to ambiguous arguments. This has led to a point of clarification. Marketing communication scholars have purposefully neglected the impact of ambiguous arguments, focusing instead on strategic clarity. As a result,...

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Bibliographic Details
Main Authors: Chimeziem Elijah Nwankwo-Ojionu, Nor Azura Adzharuddin, Moniza Waheed, Azlina Mohd Khir, Emem Chimeziem Elijah
Format: Article
Language:English
Published: University of Johannesburg 2024-12-01
Series:Communicare
Subjects:
Ambiguous arguments
billboard advertisement
discursive resources
elaboration likelihood model
strategic ambiguity
Online Access:https://journals.uj.ac.za/index.php/jcsa/article/view/3003
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https://journals.uj.ac.za/index.php/jcsa/article/view/3003

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