工作记忆容量、产品卷入度、广告复杂度对消费者态度改变的影响-《南京师大学报》（社会科学版）

文章信息/Info

Title:: Effects of Working Memory Capacity, Product Involvement, andAdvertisement Complexity on Attitude Change

Keywords:: consumer attitude; working memory capacity; product involvement; advertisement complexity

摘要:: 消费者态度改变是衡量广告有效性的重要标准之一。已有最新研究发现，个体工作记忆容量与广告态度改变密切相关，表现为高工作记忆者在面对广告时有更强的抗干扰力，抵抗说服性信息，态度改变程度较少。本研究从产品卷入度、广告复杂度两个角度出发，进一步考查工作记忆容量对于消费者态度改变的影响机制。实验一发现，在观看低产品卷入度广告后，低工作记忆容量个体的态度改变量显著大于高工作记忆容量者；在高产品卷入度条件下，高低工作记忆容量者的态度改变量没有显著差异。控制产品卷入度后，实验二数据显示，观看简单广告后，低工作记忆容量个体的态度改变量显著大于高工作记忆容量个体；在复杂广告条件下，两者态度改变量差异不显著。两个实验结果表明，工作记忆容量对消费者态度的改变显著受到卷入度和广告复杂度影响。

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.