基于用户动态信息加工的信息流广告回避机制与重定向策略

信息流广告飞速发展的同时用户广告回避愈发普遍,然而传统广告回避结论无法平移到该情境。本研究基于用户动态的信息加工视角,试图探讨(1)动态信息加工状态下(收敛式vs发散式)产生广告屏蔽和广告跳过行为的内在机制;(2)采用归因引导重定向策略,挖掘用户屏蔽广告的“残留效应”所带来的信号价值;(3)采用广告凸显重定向策略,突破用户跳过广告的“学习效应”造成的负面影响。丰富现有理论的同时,为信息流广告的响应式优化提供理论和决策支持。     

网络广告的心理传播效果及其理论探讨

网络广告现已得到众多商家的重视与青睐。研究发现, 网络广告的心理传播效果明显受到广告自身特点(如网络广告的形式、互动性、情感元素、产品类型)、受众状态(如受众的期待、卷入度、先前经验、性别)、以及网络环境等因素的影响。学者们利用修正的精细加工可能性模型、互动广告模型、网络广告心理效果模型等对该类广告效应进行理论解释。但现有研究也依然存在一些问题, 如影响因素有待拓展、研究方法有待创新、因变量指标有待规范、理论总结不力等。     

品牌信任和品牌情感：究竟谁导致了品牌忠诚?—— 一个动态研究

现有关于品牌忠诚影响因素的相关研究发现, 品牌信任和品牌情感是品牌忠诚的决定因素。尽管也有很多学者认为应该从动态的视角认识忠诚的概念, 但是现有文献却没有随着时间推移来研究消费者品牌忠诚的发展过程。为了弥补现有营销文献中这一理论的不足, 本文提供了一个关于品牌情感和品牌信任同时影响品牌忠诚形成过程的动态研究。通过一个纵向情境模拟实验研究发现随着时间的推移, 品牌信任对品牌忠诚的影响作用增强了, 而品牌情感的影响作用减弱了。并且, 消费者对品牌的不一致性体验会削弱这种效应。最后, 研究指出品牌情感和品牌信任对品牌忠诚共同的影响作用随着消费经验的积累显著增强。     

气象因素如何影响消费行为?基于情境营销理论的气象营销机制

从个体情绪波动到社会经济兴衰, 越来越多的研究开始关注气象因素对人类行为的重要影响。本研究提出大数据时代下, 基于情境营销理论的气象营销新概念。通过识别动态气象环境中对消费者心理和行为有影响的气象因素, 提出和验证“气象因素-消费心理-消费行为”这一逻辑链条的影响机制。研究主要围绕情境营销的气象因素影响、气象因素对消费心理和行为的影响机制、气象因素影响消费者行为机制下的营销策略三个主要问题展开讨论。预期研究成果将进一步延伸和丰富现有情境营销理论, 同时对环境消费心理学也是有益的补充。     

自传体广告优势效应的实验研究

自传体广告能够唤起消费者对产品或品牌的某些以往记忆,它会影响人们对广告信息的加工方式,同时更为重要的是它能够改变人们的认知。在营销实战和研究中,都备受关注。本研究试图通过两个实验探讨它的内在机制,以及与事实性广告相比,在感知觉、情绪情感、认知改变等方面的优势。结果发现自传体广告确实在感知觉、情绪情感、认知改变等方面具有优势效应。此外还发现了自传体广告的特异性。     

合作还是冲突?组合代言中代言人关系类型对广告效果的影响

在营销实践中,多位代言人同时出现在一则广告中的组合代言广告日益增多,却很少有研究关注。本文探究了组合代言中代言人关系类型(合作型组合代言vs.冲突型组合代言)对广告效果的影响。研究发现,相对于合作型组合代言,冲突型组合代言会产生更好的广告效果;这种作用是通过消费者感知到的广告生动性所中介的;消费者的情感强度可以调节这种作用,对于情感强度较高的消费者,冲突型组合代言能产生更好的广告效果,而对于情感强度较低的消费者没有显著影响;此外,代言人之间的差异程度也可以起到调节作用,即当消费者对组合代言中代言人们的评价相差较小时,冲突型组合代言能提升广告效果,当对代言人们的评价相差较大时,则没有显著的促进作用。文章还对这些发现的理论贡献、营销启示和未来研究方向进行了讨论。     

网络环境下广告怀旧有助于品牌的口碑传播吗?基于情感双维度视角

怀旧型情感广告是企业常用的广告策略, 现有的研究主要从怀旧广告的情感性出发, 而忽略了广告的认知性。本研究从情感处理的两个维度(情感和认知), 探究了怀旧广告和非怀旧广告在不同品牌情境下对消费者口碑传播的影响。通过二手数据和实验研究发现：对温暖型品牌而言, 怀旧(vs非怀旧)广告会降低消费者的口碑传播, 孤独感和满足感起到连续中介作用; 对效能型品牌而言, 怀旧(vs非怀旧)广告会提高消费者的口碑传播, 历史感和信任感起到连续中介作用。     

互联网使用对共情的影响

随着信息技术的发展,互联网已成为当今社会人际交往的新平台。网络环境和现实环境不同,它具有匿名、便捷和易控制等特点。共情在人际交往中扮演重要的角色,它是指对他人情感的感同身受。互联网环境下共情的研究逐渐受到学者的重视。现有研究表明,不同的互联网使用对共情产生不同的影响:在线暴力视频游戏会降低共情,而在线亲社会视频游戏则对共情产生积极影响;网络社区的使用为网络中人们表露共情提供了重要平台;过度网络使用会对共情产生负面影响。但现有研究比较零散,还存在一些不足。未来要结合多种研究方法进行更多的应用研究,同时加强理论建构。     

论符号学原理在广告设计中的体现

在广告产业越来越繁荣、广告心里越来越浮躁、广告的形式越来越新奇的今天，广告设计人不得不面对新的任务：在穷形尽相的表达对象同时、如何将作品的深度进行挖掘，广度得到扩展。分析符号学原理如何在广告设计中发挥作用可以帮助广告设计者更好的把握设计的程度，使得设计的效果更加明显。     

受众卷入及其对广告传播效果的影响

卷入（involvement）概念在市场研究中得到了极为广泛的关注,特别是在广告心理领域更是备受重视。研究发现,卷入常常影响广告的传播效果,制约着广告自身特点、插播环境、受众主体特征等作用的发挥。同时,学者们围绕这一概念构建了卷入的四水平说、加工深度模型、精细加工可能性模型、FCB网格、Rossiter-Percy网格等诸多理论模型。文章对相关研究进行了较系统的考察,并提出了现有研究依然存在的一些问题,如生态效度偏低、研究方法单一、相关的自动加工研究不够等     

Brain activity patterns induced by interrupting the cognitive processes with online advertising

As a result of the increasing role of online advertising and strong competition among advertisers, intrusive techniques are commonly used to attract web users’ attention. Moreover, since marketing content is usually delivered to the target audience when they are performing typical online tasks, like searching for information or reading online content, its delivery interrupts the web user’s current cognitive process. The question posed by many researchers in the field of online advertising is: how should we measure the influence of interruption of cognitive processes on human behavior and emotional state? Much research has been conducted in this field; however, most of this research has focused on monitoring activity in the simulated environment, or processing declarative responses given by users in prepared questionnaires. In this paper, a more direct real-time approach is taken, and the effect of the interruption on a web user is analyzed directly by studying the activity of his brain. This paper presents the results of an experiment that was conducted to find the brain activity patterns associated with interruptions of the cognitive process by showing internet advertisements during a text-reading task. Three specific aspects were addressed in the experiment: individual patterns, the consistency of these patterns across trials, and the intra-subject correlation of the individual patterns. Two main effects were observed for most subjects: a drop in activity in the frontal and prefrontal cortical areas across all frequency bands, and significant changes in the frontal/prefrontal asymmetry index.     

Emotion as a Mediator of the Influence of Gender on Advertising Effectiveness: Gender Differences in Online Self-Reports

This study featured a mixed-model repeated measures ANOVA design wherein subjects were exposed to three emotional and three nonemotional public service advertising appeals. The results showed that in online self-reporting situations where message recipients report on their emotions immediately after exposure to an affectively charged advertising appeal, women reported significantly stronger emotions than their male counterparts only in response to the three emotional ads. The findings also showed that even when individual differences in affect intensity were accounted for, emotion was clearly the factor that mediated the influence of gender on advertising effectiveness in all three emotional ads.     

Summarization of videos by analyzing affective state of the user through crowdsource

Video summarization is one of the key techniques to access and manage a huge chunk of videos. Video summarization is used to extract the effective contents of a video sequence to generate a concise representation of its content. The involvement of crowdsourcing models in recent years is effectively used by researchers in E-commerce domain to increase the quality of the data contents. In this paper, we present a video summarization framework based on users emotion while they watch videos by analyzing cerebral activities through Electroencephalogram (EEG) signals. Three emotions, namely happy, sad and neutral have been extracted from the EEG signals. Video frames have been synchronized with EEG signals and tagged with various emotions. Finally, a crowdsourcing model has been used for effective summarization of the videos. The qualitative assessment of video summarization has been conducted with the help of user ratings using online Google Forms application. EEG signals of 28 users have been recorded while video streams of different emotions. An average accuracy of 83.93% has been recorded in emotion classification using crowdsourcing. Output summarized videos include dynamic video skims and the corresponding audio stream for better understanding.     

Factors influencing the intention to watch online video advertising

This study examines the factors influencing consumer intention to watch online video ads, by applying the theory of reasoned action. The attitude toward watching online video ads, the subjective norm, and prior frequency of watching online video ads positively influence the intention to watch online video ads. Further, beliefs held about entertainment and information outcomes from watching online video ads and subjective norm influence attitude toward watching these ads.     

青少年网络道德与其网络偏差行为的关系

青少年已经成为中国互联网的最大用户群体,他们在使用互联网中表现出的偏差行为与道德的关系值得关注。该研究使用问卷法探讨了496名青少年的网络道德特点与网络偏差行为表现以及二者之间的关系。结果发现:(1)青少年的网络道德表现较积极,网络道德认知、情感和意向之间存在显著正相关;(2)青少年的网络偏差行为不算严重,但男生的网络过激行为和网络色情行为显著多于女生,且网络过激行为随着年级升高而减少:其中网络攻击性、易怒、敌意和冲突水平都随着年级的增长而呈下降趋势;(4)青少年的网络道德认知和意向对网络偏差行为有反向预测作用,网络道德情感不能预测其网络偏差行为表现。网络道德越积极,表现出来的网络偏差行为越少。     

Assertive Ads for Want or Should? It Depends on Consumers’ Power

Advertisements using assertive language are commonly seen in marketing communications, yet assertive language has often been shown to be ineffective in communication and even decrease compliance. Recent research began to examine factors that influence the effectiveness of assertive advertising messages, but little research has studied the potential moderating role of consumer‐related factors. The current research fills this gap by investigating the moderating role of consumers’ power. Across five studies, the authors find that for high‐power consumers, assertive ads are effective in promoting want products but ineffective in promoting should products. For low‐power consumers, however, assertive ads are effective in promoting should products but ineffective in promoting want products. Moreover, the authors show that this pattern of results is driven (mediated) by consumers’ perception of the fit between the advertising message and the advertised product. Theoretical and practical implications of the findings are discussed.     

Hooked on a feeling: The effect of music tempo on attitudes and the mediating role of consumers' affective responses

With today's high degree of advertising clutter, marketers might greatly focus on evoking emotion or creating hedonic (e.g., feeling) experiences for consumers in order to improve practice. These strategies minimize the effort needed to process a message and can influence consumers' decisions. In 4 studies, we examine the effects of music tempo on consumers' attitudes toward the brand while further considering the mediating role of evoked feelings. Study 1 and 2 supports that music tempo in commercials influences consumers' affective response to the music in advertising. Study 3 replicated this effect using a controlled experiment and extended the research by demonstrating that tempo also affects general mood states, in addition to feelings evoked by the music. Last, Study 4 demonstrates that need for emotion moderates the role of affect as information. This research contributes to theory in sensory marketing and consumer behavior and offers practical implications to improve marketing practice.