自動性廣告效果

Abstract

自動性廣告效果可能在消費者暴露於廣告訊息後非自主的，且難以避免的由記憶中產生。本研究之主旨在於提供此種自動性廣告效果的理論基礎，以及可用以測試此種效果的研究方法。本研究亦以兩組實驗結果證實由廣告所引起對品牌的好感可能在簡單的品牌提示下自動產生，並進而影響對品牌的判斷。A theoretical and methodological framework for investigating the automatic influence of affect induced by advertising on subsequent brand evaluative judgments are described. The theoretical framework utilizes the constructs of implicit versusexplicit memory and controlled versus automatic information processing to characterize the unintentional nature of advertising effects. Themethodological framework employs the process dissociation procedure for separating the contribution of automatic influence of ad-induced affect from other memory inputs on brand judgments. Two experiments were conducted and they provided strong support to the hypotheses that ad-induced affect can be automatically activated upon presence of brand name cues, and thereby constiuting an independent source of influence on postexposure brand judgments.