电影植入广告有效性的影响机制

Underlying Mechanisms of the Effectiveness of Brand Placement in Movies

基于有限注意力模型、说服知识模型和精细加工可能性模型,构建植入广告显著度和个体认知需求与广告有效性(品牌记忆、品牌态度和购买意愿)之间的关系模型.利用眼动仪开展眼动实验,揭示植入广告显著度和个体认知需求对广告有效性的影响机制.结果表明:植入广告显著度显著地正向影响受众品牌记忆,显著地负向影响受众品牌态度和购买意愿;受众对植入广告的注意力资源分配和认知说服知识激发程度在植入广告显著度与品牌记忆之间起中介作用;受众对植入广告的注意力资源分配、认知说服知识激发程度及态度说服知识激发程度在植入广告显著度与品牌态度和购买意愿之间起中介作用;植入广告显著度对广告有效性的影响机制只对高认知需求的受众显著.

According to the limited capacity model of attention,persuasion knowledge model and elaboration likelihood model of persuasion,the theoretical models between brand prominence,need for cognition and brand responses(i.e.brand memory,brand attitude and purchase intention)were constructed.By conducting an eye-tracking experiment,the underlying mechanisms between brand prominence,need for cognition and brand responses were unraveled.The results showed that,brand prominence can significantly positively affect brand memory,but significantly negatively affect brand attitude and purchase intention;attention allocation and activation of conceptual persuasion knowledge play intermediary roles between brand prominence and brand memory;attention allocation,activation of conceptual and attitudinal persuasion knowledge play intermediary roles between brand prominence and brand attitude and purchasing intention;these influential mechanisms of brand prominence on brand responses were significant only for viewers high in need for cognition.