广告中产品信息呈现越精确越好吗——可接近性-可诊断性视角

Is the More Accurate Product Information Presented in Advertising,the Better——The Accessibility-diagnosticity Perspective

广告说服中存在着匹配效应,与产品特征或目标消费者特征相匹配的信息被认为更有影响力。本文基于可接近性—可诊断性理论,探讨了广告传播中信息呈现方式(模糊呈现与精确呈现)与产品属性维度(垂直属性与水平属性)的匹配度对广告态度的影响。通过二手数据和情景实验分析发现:信息呈现方式和产品属性维度之间的匹配程度会正向影响消费者处理广告信息的流畅性,即对垂直属性采用模糊呈现能够正向影响消费者的提取流畅性,对水平属性采用精确描述能够正向影响消费者的加工流畅性,这两种流畅性都会积极影响其广告态度。研究得到的重要启示包括:从可接近性—可诊断性视角,将广告内容的属性维度与呈现方式相结合,解释了消费者在处理不同维度广告信息时的内在机制;企业针对产品的垂直属性信息和水平属性信息采取差异化发布策略,即对垂直属性采用模糊呈现,对水平属性采用精确呈现,能积极影响消费者的广告态度。

There is a matching effect in advertising persuasion,and information that matches product characteristics or target consumer characteristics is considered to be more influential.Based on the accessibility-diagnostic theory,this paper discusses the influence of the matching degree of product attribute dimension(vertical attribute and horizontal attribute)and information presentation mode(fuzzy presentation and accurate presentation)on advertising attitude in advertising communication.Through the analysis of second-hand data and scenario experiments,it is found that the degree of matching between the product attribute dimension and the information presentation method will positively affect the fluency of the consumer to process the advertisement information,that is,the fuzzy presentation of the vertical attribute information can positively influence the consumer’s extraction.Fluency,accurate description of horizontal attribute information can positively affect the processing fluency of consumers,both of which will positively affect their advertising attitude.The important revelations from the research include:from the perspective of accessibility-diagnosticity,combining the information dimension of the advertising content with the presentation method,explaining the internal mechanism of the consumer in dealing with different dimensions of advertising information;Enterprises adopt differentiated publishing strategies for vertical and horizontal attributes of products,that is,fuzzy presentation for vertical attributes and accurate presentation for horizontal attributes,which can positively influence consumers’advertising attitudes.