摘要
本研究从信息的控制性加工和自动化加工这个视角,通过加工分离程序检验了不同卷入水平和认知完善状态下,消费者对广告信息的加工模式。结果发现:(1)高卷入状态下,消费者进行了更多的控制性加工;(2)消费者对认知完善度高的商品既有更多的控制性加工,也有更多的自动化加工;(3)消费者对认知不完善的商品进行评价时,广告发生了自动的影响,这种情况在低卷入状态下更为显著。
Receiver should not be neglected in the research of advertising effect. This experiment used Process Dissociation Procedure to test the mode of information processing of advertising under different involvement level and cognitive status of consumers, from the perspective of automatic and controlled processing. The results show: (1) High involvement aroused more controlled process; (2) Consumer undertook more automatic as well as controlled processing to well - known production while; (3) Advertising effects the appraisal automatically when consumer confronted with unfamiliar production, especially significant under low- involvement condition.
出处
《上海管理科学》
2002年第2期40-42,共3页
Shanghai Management Science
基金
复旦大学文科博士青年基金
项目编号01BSJJ020
