ISSN 0439-755X
CN 11-1911/B
主办:中国心理学会
   中国科学院心理研究所
出版:科学出版社

心理学报 ›› 2001, Vol. 33 ›› Issue (5): 65-69.

• • 上一篇    下一篇

广告频率和品牌成熟度对信息加工模式的影响

陈宁   

  1. 复旦大学管理学院 上海200433
  • 出版日期:2001-10-25 发布日期:2001-10-25
  • 通讯作者: 陈宁

THE EFFECT OF ADVERTISEMENT EXPOSURE AND BRAND MATURITY ON THE MODE OF INFORMATION PROCESSING

Chen Ning (School of Management, FuDan University, Shanghai 200433)   

  • Online:2001-10-25 Published:2001-10-25

摘要: 广告可以通过受众的自动化加工和控制性加工两条途径为品牌价值的建立作出贡献。该研究运用加工分离程序 ,探讨了在不同的呈现频率下 ,受众对不同成熟度商品的广告的信息加工模式。结果发现 :(1)在非注意条件下 ,与新品牌相比 ,成熟品牌会引起更多的自动化加工 ,控制性加工在各种成熟度的商品之间差异不显著 ;(2 )在低卷入学习状态下 ,重复既提高了广告的自动影响 ,也提高了控制性加工的影响。因此 ,重复播放是提高广告有效性的一条途径。

关键词: 广告, 呈现频率, 品牌, 成熟度, 信息加工

Abstract: We used the process dissociation procedure to examine consumers' information processing in relation to brand maturity and ad exposure frequency. The results showed that, under the divided-attention condition, mature brands elicited more automatic processing than new brands. The controlled processing did not vary significantly across different brand maturity levels. Under the low-involvement-learning condition, repetition was found to facilitate both automatic and controlled processing. One implication for marketing managers is that, even under a non-attending condition, consumers may retain ad information through automatic processing.

Key words: advertising, exposure frequency, brand, maturity, mode of information processing