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探讨受众的调节定向与信息框架的集成调节匹配对受众广告态度的影响以及集成调节匹配影响广告态度的边界条件。基于调节匹配效应和信息处理理论建立假设,通过两项以学生为被试的实验收集数据,采用方差分析方法进行假设检验。实验结果表明,集成调节匹配的广告较不匹配的广告更能塑造受众积极的广告态度,当广告侧重描述问题时,广告采用亏损框架宣传更能塑造受众积极的广告态度;当广告侧重描述问题解决时,广告采用得益框架宣传更能塑造受众积极的广告态度。实验1和实验2分别从受众情境性信息处理动机和特质性信息处理动机两方面发现,集成调节匹配对广告态度的影响作用产生的边界条件分别为受众高话题卷入度和高认知需求,即受众具有较高的信息处理动机。
Exploring the impact of the audience’s adjustment orientation and the information frame’s integration adjustment matching on the audience’s advertising attitude and the integration adjustment matching the boundary conditions that affect the attitude of the advertisement. Hypothesis was constructed based on the matching effect and information processing theory. Data were collected from two experiments with students as subjects, and the variance test was used to test the hypothesis. The experimental results show that the ads that match the adjusted matches are better able to shape the attitude of the audience than the unmatched ads. When the ads focus on the description of the problems, the advertisement uses the loss frame to promote the advertising attitude that can better shape the audience. When the advertisement focuses on describing the problem solving When the ads use the benefits of advocacy framework to better shape the audience’s positive advertising attitude. Experiment 1 and Experiment 2, respectively, from the audience contextual information processing motivation and idiosyncratic information processing motivation, found that the impact of the integration of regulatory matching on the advertising attitude of the boundary conditions were high subject involvement and high cognitive needs, That the audience has a high motivation for information processing.