广告结论的明暗示程度对态度形成的影响：认知需求和消费者知识的扰动作用

Conclusion Explicitness in Message Communication:The Roles of NFC and Knowledge in Attitude Formation

本文主要研究了认知需求和消费者知识在广告信息结论明暗示程度对态度形成的影响中所产生的扰动作用。参与实验的受访者共有360人。研究表明:相对于明示性的广告结论信息,高认知需求的消费者对暗示性的广告结论信息会产生较佳的态度;相对于暗示性的广告结论信息,低认知需求度的消费者会对明示性的广告结论信息产生较佳的态度。另外,相对于明示性的广告结论信息,低消费知识的消费者对于暗示性的广告结论信息会产生较佳的态度;但广告结论信息的明暗示程度不会影响高消费知识消费者的态度。还有,广告结论信息的明暗示程度不会影响高认知需求且具有高消费知识消费者的态度;反之相对于暗示性的广告结论信息,低认知需求且消费知识低的消费者对于明示性的广告结论信息会产生较佳的态度。

This research examines the impact of need for cognition (NFC) and knowledge on the relationship between conclusion explicitness and attitude formation. 360 undergraduates participated in the experiment. Results show that while high NFC individuals engender more favorable attitudes toward the implicitly concluded message than the explicitly concluded message,low NFC individuals engender more favorable attitudes toward the explicitly concluded message than the implicitly concluded message. In addition,low-knowledge individuals engender more favorable attitudes toward the implicitly concluded message than the explicitly concluded message; however,conclusion explicitness insignificantly affects the attitudes of high-knowledge individuals. Furthermore,conclusion explicitness insignificantly affects the attitudes of high NFC individuals with high knowledge. Contrarily,low NFC individuals with low knowledge engender more favorable attitudes toward the explicitly concluded message than the implicitly concluded message.