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Effects of Working Memory Capacity, Product Involvement, andAdvertisement Complexity on Attitude Change(PDF)

《南京师大学报》(社会科学版)[ISSN:1006-6977/CN:61-1281/TN]

Issue:
2018年05期
Page:
50-
Research Field:
心理学研究
Publishing date:

Info

Title:
Effects of Working Memory Capacity, Product Involvement, andAdvertisement Complexity on Attitude Change
Author(s):
SHAN Yan-hong CHEN Qing-rong
Keywords:
consumer attitude working memory capacity product involvement advertisement complexity
PACS:
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DOI:
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Abstract:
Attitude change is one of the most important measures to evaluate advertising effectiveness. Recentstudies have revealed that working memory as a basis of advanced cognitive activities is closely related to thechange in attitude after watching advertisements. People with high working memory capacity (WMC) havestronger abilities to inhibit distractors and resist persuasive messages than low WMC people. Therefore, theless attitude changes were observed in consumers with high WMC. The present study combined the factors ofpersonal involvement and the cognitive complexity concerning the advertisements to explore the relationshipbetween WMC and attitude changes. In Experiment 1, the attitude changes of participants with low WMC weresignificantly higher than those of participants with high WMC under the low involvement condition. However,no obvious changes were observed under the high involvement condition. In Experiment 2, we controlledthe personal involvement of the products and found significant interaction between WMC and complexity.Compared to the complex advertisements, participants with low WMC produced bigger attitude changesthan high WMC participants during viewing simple advertisements. These two experiments show that theattitude changes induced by individual working memory are regulated by personal involvement and cognitivecomplexity when people watch advertisements.

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Last Update: 2018-09-25