New construct perceived informational entropy affects communication effectiveness and ad strategy, suggesting correlations with novelty and audience familiarity.
This article uses information theory to develop and empirically validate a new construct labeled perceived informational entropy (PIE). PIE is proposed to be a core construct, central to understanding communication effectiveness. It is correlated with message and audience-centered variables, which are known to influence message effectiveness. Results of the study suggest that PIE is positively correlated with novelty and complexity of an advertisement, and negatively correlated with audience familiarity. In addition, PIE is also negatively correlated with various measures of advertising effectiveness indicating that informational entropy might be an important factor to consider when developing an advertising strategy.
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Singh et al. (2002) studied this question.
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