品牌熟悉对广告过程中品牌态度改变的影响

文章通过分析广告前后被试者品牌态度的变化,研究了在不同的广告态度和信息相关度条件下被试者品牌熟悉程度对品牌态度变化的影响。结果显示品牌熟悉程度对品牌态度变化的调节作用并非单向的,而是与广告态度和信息相关度交互产生作用的。当被试者不熟悉品牌且有正面的广告态度时或当被试者不熟悉品牌且信息相关度较低时广告才能产生说服效果,进而使被试者的品牌态度发生改变。

The Effect of Brand Familiarity on Brand Attitude Change in the Process of Advertising

Comparing the prior-advertising attitude towards brands with the post-advertising one,the article studies how brand familiarity affects brand attitude change under different conditions of advertising attitudes and message relevance.The preliminary results showed that brand attitudes changed when brand familiarity was low but did not chang when familiarity was high.However,further analyses indicated that rather than simple moderating,brand familiarity,advertising attitude and message relevance exerted interactive effects on brand attitude.When consumers favor advertising and are not familiar with a brand or when consumers are under low message relevance conditions and have a low brand familiarity,the advertising will yield significant persuasive effectiveness and change consumers' brand attitude.