理性广告信息量对大学生消费态度的影响研究

Study on the Influence of Rational Advertisement Information Content on College Students' Consumption Attitude

以福州市大学生为调查对象,分析理性广告中信息量的变化对大学生消费态度的影响,进而喻示理性广告的设计应考虑其所包含信息对引发消费者态度的正向转变,以期为理性广告的策划设计提供参考。

College students in the city of Fuzhou were under investigation in this survey. The influence of the information content changing in rational advertisements on the college students＇ consumption attitude was analyzed. The design of rational ads is suggested, in terms of references, to consider the positive changes in consumers＇ attitudes caused by its information content.