The Case for a Complexity Continuum

Tina Lowrey
Additional contact information
Tina Lowrey: The University of Texas at San Antonio

No 51, Working Papers from College of Business, University of Texas at San Antonio

Abstract: 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.

Keywords: textual factors; complexity; continuum (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 29 pages
Date: 2008-06-06
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://interim.business.utsa.edu/wps/mkt/0051MKT-249-2008.pdf Full text (application/pdf)
Our link check indicates that this URL is bad, the error code is: 404 Not Found

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tsa:wpaper:0096mkt

Access Statistics for this paper

More papers in Working Papers from College of Business, University of Texas at San Antonio Contact information at EDIRC.
Bibliographic data for series maintained by Wendy Frost ().