社会拥挤与信息流广告类型的匹配效应——基于认知双系统理论的研究

Research on the Matching Effect of Social Crowding and News Feed Advertising Type ——A Perspective from Dual-Process Theory

移动互联时代动态的广告场景会影响移动媒体上信息流广告的效果,但是当前文献对不同空间特征应当匹配何种类型的信息流广告缺乏充分研究。本文以“社会拥挤”这一中国消费者普遍经历的空间特征为对象,基于认知双系统理论,通过2项田野实验和2项情境实验,探究了社会拥挤与信息流广告类型的匹配效应。本研究发现,当消费者感知社会拥挤时,广告商向消费者投放具有感性诉求和水平属性的广告会提升消费者感知到的信息加工流畅性,从而达到更好的广告记忆效果;而在消费者感知不拥挤时,广告商向消费者投放具有理性诉求和垂直属性的广告则会提升消费者感知到的信息加工流畅性,从而达到更好的广告记忆效果。相关结论对改善移动互联背景下的信息流广告效果具有指导意义。

In the Mobile Internet Era,advertising scenes are becoming more dynamic and fragmented.The spatial characteristics of consumers will affect the effect of different news feed advertising expression types on mobile media.However,the current literature lacks sufficient research on how spatial characteristics affect the effect of news feed advertising.Taking"social crowding",the most common spatial feature experienced by Chinese consumers,as the object,this paper explores the matching effect between social crowding and news feed advertising types through two field experiments and two laboratory experiments based on the Dual-Process Theory.The results show that people in socially crowded environments will prefer ads which have emotional appeals and horizontal attributes;in a less crowded environment,the advertising effect of rational appeals and vertical attributes is better.