广告频率和品牌成熟度对信息加工模式的影响

THE EFFECT OF ADVERTISEMENT EXPOSURE AND BRAND MATURITY ON THE MODE OF INFORMATION PROCESSING

广告可以通过受众的自动化加工和控制性加工两条途径为品牌价值的建立作出贡献。该研究运用加工分离程序 ,探讨了在不同的呈现频率下 ,受众对不同成熟度商品的广告的信息加工模式。结果发现 :(1)在非注意条件下 ,与新品牌相比 ,成熟品牌会引起更多的自动化加工 ,控制性加工在各种成熟度的商品之间差异不显著 ;(2 )在低卷入学习状态下 ,重复既提高了广告的自动影响 ,也提高了控制性加工的影响。因此 ,重复播放是提高广告有效性的一条途径。

We used the process dissociation procedure to examine consumers' information processing in relation to brand maturity and ad exposure frequency. The results showed that, under the divided-attention condition, mature brands elicited more automatic processing than new brands. The controlled processing did not vary significantly across different brand maturity levels. Under the low-involvement-learning condition, repetition was found to facilitate both automatic and controlled processing. One implication for marketing managers is that, even under a non-attending condition, consumers may retain ad information through automatic processing.