attitudes. In this context, the level of technical complexity presented in advertisements can be a critical determinant of … context of plug-in hybrid electric cars, this study examines the impact of technical complexity on communication effectiveness …-involved consumers show the best responses towards ads with a high level of technical complexity. Interestingly, the authors could not …

proposed model in the context of U.S. local government's online media use. Findings show that, in addition to technical … complexity, organizational and environmental complexities are negatively associated with local managers' awareness of and …

technical complexity of electricity distribution, but that the smart grid will likely not have a significant impact on the … industry (issue salience) and the level of technical capacity needed to execute and utilize the smart grid (technical … complexity). The conclusions to be drawn from this study include: smart grid technology heightens the issue salience and the …