信息处理动机对广告效果影响的实证研究

信息处理动机对广告效果影响的实证研究
刘志超，硕士，广州市华南理工大学工商管理学院，教授、硕士生导师；通讯地址：广
州市华南理工大学工商管理学院，510640，电话：020-88370798；邮箱：bmzcliu@scut.edu.cn
汪秀琼，硕士研究生；华南理工大学工商管理学院；通讯地址：广州五山华南理工大学
西十九803 室；电话：13760772964，020-38673144，邮箱：benben8397@163.com，（通讯
作者）
摘要：本文使用情景模拟实验法，对同一广告在处于低、中、高三种不同水平的信息处
理动机下的受众所产生的广告效果进行了实证研究，研究结果发现：当信息处理动机由低向
中等水平变化时，广告只会产生“量”的效果；而当信息处理动机由中向高等水平变化时，
超过某一特定水平的处理信息的动机将会导致“质”和“量”的效果。
关键词: 信息处理动机；广告效果；认知资源匹配
An Empirical Study on the Influence of Processing Motivation
to Advertising Effect
Liu Zhi-chao, master，professor， graduate teacher of South China University of Technology,
P.R.China, address：School of Business Administration, South China University of Technology,
P.R.China,510640；Phone number：020-88370798；Email：bmzcliu@scut.edu.cn
Wang Xiu-qiong, graduate student of SBA, SCUT, address：Room 803，Building 19，West
Section., South China University of Technology,510640，Phone number：13760772964，
020-38673144，Email：benben8397@163.com，
Abstract This paper，through scenario experiment method，is designed for a empirical study on
the distinguish between qualitative versus quantitative advertising effects as a result of processing
motivation，It has been discovered that：At moderate level of processing motivation, when
compared with being under the low level, only quantitative effects can be expected. Compared
with the moderate level of processing motivation， at high level of processing motivation when
increasing processing motivation beyond a certain level should result in qualitative as well as
quantitative effects.
Keyword Processing motivation; advertisement effect;Elaboration likelihood；
Cognitive resource matching