广告的加工时间和注意水平对消费者信息加工模式的影响

本研究通过直接测量、间接测量和加工分离程序这几种测量方法检验了消费者对广告品牌名称的外显记忆和内隐记忆，并考察了各种测量方法对注意水平和信息加工时间的敏感性。结果发现：(1)分散注意条件下，再认成绩降低，而名牌判断任务的成绩没有差异；控制性加工减少，而自动化加工在各种注意水平下变化不大；(2)广告刺激呈现时间的减少降低了控制性的加工；(3)PDP可以分离广告的控制性加工和自动化加工。

Effects of ADS' Exposure Time and Attention Levels on the Mode of the Consumer'sInformation Processing

Direct measurement, indirect measurement and PDP were used to test the explicit memory and implicit memory of brand names in an advertisement. And the sensitivity of these measurements was also examined. The results showed: 1) Under the condition of attention division, the performance of recognition was reduced while the performance of brand judgement was stable; The controlled processing was reduced while the automatic processing varied insignificantly at various attention levels; 2) The shortening of ADS' exposure time reduced the controlled processing; 3)PDP could be used to dissociate the CP and AP of advertising