加工流畅性
匹配(统计)
流利
说服
产品(数学)
情境伦理学
独创性
情感(语言学)
介绍(产科)
计算机科学
透视图(图形)
情报检索
信息处理
心理学
广告
认知心理学
数学
社会心理学
人工智能
沟通
业务
统计
数学教育
放射科
医学
创造力
几何学
作者
Minxue Huang,Hu Xiu,Shiyong Zheng
出处
期刊:Journal of contemporary marketing science
[Emerald (MCB UP)]
日期:2021-08-17
卷期号:4 (2): 238-259
被引量:4
标识
DOI:10.1108/jcmars-06-2021-0018
摘要
Purpose There is always a matching effect in advertising persuasion – the information that matches product characteristics or target consumer characteristics is considered to be relatively more persuasive. Based on the accessibility-diagnosability theory, this paper discusses the influence of the matching degree between the information presentation (vague description and precise description) and product attribute (vertical attribute and horizontal attribute) on people's attitudes toward advertising. Design/methodology/approach Study 1 aims to explore the impact of the matching effect of different information presentation methods (precise presentation vs vague presentation) and product attribute (horizontal attribute vs vertical attribute) on consumers' attitudes toward advertising; secondary data was used to support this research. Study 2 mainly used the situational simulated experiment to examine the results of study 1, and further explored the mediating mechanism of its matching effect. Findings The authors found that the matching degree between the information presentation method and product attribute will positively affect the fluency of advertising information processing, that is, the use of vague description of product vertical attribute can positively affect consumers' extraction fluency; while the use of precise description of product horizontal attribute can positively affect consumers' processing fluency, and both extraction fluency and processing fluency will positively affect consumers' attitude toward the advertisement. Originality/value An essential enlightenment of the research is that it sheds light on the interaction between product attribute (vertical attribute vs horizontal attribute) with the information presentation method (vague description vs precise description) from the perspective of accessibility-diagnosability theory, which explains consumers' information processing mechanisms in dealing with different advertising information.
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