构建匹配对广告传播效果的机制影响——基于情感、产品属性与论据力度

The Underlying Mechanism for the Construal Fit on Advertising——Communication Effect Based on Affection,Product Attribute and Argument Strength

以移动广告为例,通过两个实验,探讨了情感类型、产品属性以及论据力度是如何影响广告传播效果的。研究发现:抽象情感与搜寻属性匹配以及具体情感与经验属性匹配时会显著增强广告传播效果(属性传播效果、广告信息可信度、广告评价、行为意图)。注意在构建匹配(情感类型×产品属性)对广告传播效果的调节效应中起到完全中介的作用。论据力度在构建匹配对广告传播效果的影响中起到了调节作用,进一步提供了直接证据佐证了注意在情感类型与产品属性所形成的构建匹配中的影响机制。

The current research investigates the interactive effect of product attribute,affection and argument strength on advertising communication effect on the mobile advertisement.Results of study 1and 2reveal that matching between abstract affection with search attribute and concrete affection with experience attribute leads to a greater advertising communication effect(attribute communication effect,advertising information credibility,advertising evaluation and behavior intention).Attention,as a full mediate variable,underlies the moderating effect of Construal Fit(affection ×product attribute)on advertising communication effect.Furthermore,the influence of construal fit on advertising communication effect is moderated by argument strength,which provides direct evidence in support of the attention mechanism of the construal fit between affection and product attribute.