The University of Texas at San Antonio, College of Business
نویسنده
چکیده
The case for a Complexity Continuum (CC) is presented. Past research on the effects of syntactic complexity (and other contributors to complexity, such as difficult words) in an advertising context has yielded seemingly contradictory findings. Rather than being problematic, however, it is argued in this conceptual paper that the various results from past research are complementary. By placing each study along the CC (based on medium, textual factors, and participant characteristics) one can see how results to date combined provide a clearer understanding of how complexity operates. Two experiments provide additional evidence of the validity of the CC proposed herein.
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Copyright ©2006 by the UTSA College of Business. All rights reserved. This document can be downloaded without charge for educational purposes from the UTSA College of Business Working Paper Series (business.utsa.edu/wp) without explicit permission, provided that full credit, including © notice, is given to the source. The views expressed are those of the individual author(s) and do not necessar...
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Copyright ©2006 by the UTSA College of Busines. All rights reserved. This document can be downloaded without charge for educational purposes from the UTSA College of Business Working Paper Series (business.utsa.edu/wp) without explicit permission, provided that full credit, including © notice, is given to the source. The views expressed are those of the individual author(s) and do not necessari...
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تاریخ انتشار 2008