单面与双面信息广告重复效应的实证研究

通过引入企业道德感知变量,并在整合最优唤醒理论、加工流畅模型、归因理论和两因素理论的基础上,深入剖析了单、双面信息广告重复效应的差异。研究结果表明:双面信息广告比单面信息广告加工更困难,但消费者对其广告正确回忆率更高,广告反应也更积极。单面信息广告的重复效应呈现先增后减的倒U趋势,而双面信息广告的重复效应呈单调递增趋势,疲劳效应延迟出现。消费者对企业道德感知的差异在很大程度上决定了单、双面信息广告重复效应的差异。

An Empirical Study on One-sided VS Two-sided Advertising's Repetition Effects

By introducing the variable of business ethics perception and integrating Optimal Arousal Theory,Processing Fluency Model,Attribution Theory and Two Factor Theory,the study compares the repetition effects differences between one and two-sided advertisements.Using inter-group experiment design,the results suggest that two-sided advertisements are processed less fluently than one-sided ones,but the percentage of accurate recall and advertisement response are higher than its counterpart.The repetition effects ...