植入式广告受众记忆影响因素的组合效果分析
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摘要
植入式广告对受众记忆的影响因素具有"多重并发"的特征,而传统研究未能充分考虑多种因素及其共同作用,导致研究结论可靠性较弱。植入式广告对受众记忆的影响因素可以归纳为植入要素、植入情境和受众特征三类。采用有序多分类回归和定性比较分析两种方法,研究发现:植入品牌的情节关联度、品牌熟悉度和植入情境对受众情绪唤醒度是受众高记忆的必要条件;三类影响因素的变量组合对受众高记忆存在多重并行的影响路径。研究结论纠正了传统研究的偏差,提供了植入式广告对受众记忆影响因素的新解释。
The factors affecting audience memory of product placement have a kind of multi-concurrent characteristics. However, the traditional researches have paid less attention to the multiple factors and their combination effect, leading to a weaker reliability of the research conclusions. The factors influencing audience memory of product placement can be categorized into placement elements,placement scenario, and audience characteristics. The two methods of the ordered multi-classification regression and the qualitative comparative analysis are employed by this paper. The results show that the degree of audience emotional arousal by the plot connection, brand familiarity and placement scenario of the product placement are significant requirements for high level of audience memory, and there are multiple and collateral affecting paths of the variables mix of the three categories of factors on high level of audience memory. This conclusion can modify the deviations of the previous researches, and provide some new interpretation for the affecting factors of product placement on audience memory.
The factors affecting audience memory of product placement have a kind of multi-concurrent characteristics. However, the traditional researches have paid less attention to the multiple factors and their combination effect, leading to a weaker reliability of the research conclusions. The factors influencing audience memory of product placement can be categorized into placement elements,placement scenario, and audience characteristics. The two methods of the ordered multi-classification regression and the qualitative comparative analysis are employed by this paper. The results show that the degree of audience emotional arousal by the plot connection, brand familiarity and placement scenario of the product placement are significant requirements for high level of audience memory, and there are multiple and collateral affecting paths of the variables mix of the three categories of factors on high level of audience memory. This conclusion can modify the deviations of the previous researches, and provide some new interpretation for the affecting factors of product placement on audience memory.
引文
[1]高丽华,卢晓明.植入式广告规制问题探析——基于规制经济理论的视角[J].北京工商大学学报, 2012,(4):59-63.
[2]Dens N., Pelsmacker P. D., Wouters M.. Do You Like What You Recognize? The Effects of Brand Placement Prominence and Movie Plot Connection on Brand Attitude as Mediated by Recognition[J]. Journal of Advertising, 2012, 41(3):35-53.
[3]王秀丽,韩纲,Wortman L., Jeong J-Y., Ting H-Y..植入式广告对受众品牌认知、记忆和购买意向的影响[J].广告大观(理论版), 2009,(1):20-27.
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[5]Peters S., Leshner G.. Get in the Game:The Effects of Game-Product Congruity and Product Placement Proximity on Game Players’ Processing of Brands Embedded in Advergames[J]. Journal of Advertising, 2013, 42(2&3):113-130.
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[8]Bhatnagar N., Aksoy L., Malkoc S. A.. Embedding Brands within Media Content:The Impact of Message, Media, and Consumer Characteristics on Placement Efficacy[C]//Shrum L. J.. The Psychology of Entertainment Media:Blurring the Lines between Entertainment and Persuasion. Mahwah NJ:Lawrence Erlbaum Associates, 2004:99-116.
[9]Huang S. L., Chen S. C.. Understanding the Influences of Consumers’Mood States Induced by Web Page Content on Advertisement Effectiveness to Improve Internet Advertising Services[C]. Hawaii International Conference on System Science,IEEE, 2012:1542-1551.
[10]龚琳峦,徐晨,刘犇,杨莹,王振宏.外显与内隐记忆的情绪一致性效[J].心理科学, 2014,(1):60-65.
[11]张玥,刘越月,石加男.积极情绪强度对广告外显和内隐记忆的影响[J].心理与行为研究, 2015,(4):541-546.
[12]Lang A.. Involuntary Attention and Physiological Arousal Evoked by Structural Features and Emotional Content in TV Commercials[J]. Communication Research, 1990, 17(3):275-299.
[13]Bialkova S., Trijp H. V., Bertuccioli M., Monteleone E.. What Determines Consumer Attention to Nutrition Labels?[J].Food Quality and Preference, 2010, 21(8):1042-1051.
[14]Belanche D., Flavián C., Pérez-Rueda A.. Understanding Interactive Online Advertising:Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads[J]. Journal of Interactive Marketing, 2017, 37(Feb.):75-88.
[15]Buijzen M., Reijmersdal E. A. V., Owen L. H.. Introducing the PCMC Model:An Investigative Framework for Young People's Processing of Commercialized Media Content[J]. Communication Theory, 2010, 20(4):427-450.
[16]Brennan I., Mc Calman D.. Word-of-Author Advertising in Textbooks:The Role of Brand Familiarity and Placement Repetition on Recall and Recognition[J]. Academy of Marketing Studies Journal, 2011, 15(1):125-138.
[17]Murry J. P., Lastovicka J. L., Singh S. N.. Feeling and Liking Responses to Television Programs:An Examination of Two Explanations for Media-Context Effects[J]. Journal of Consumer Research, 1992, 18(3):441-451.
[18]Edwards S. M., Li H., Lee J-H.. Forced Exposure and Psychological Reactance:Antecedents and Consequences of the Perceived Intrusiveness of Pop-up Ads[J]. Journal of Advertising, 2002, 31(3):83-95.
[19]Revelle W., Amaral P., Turriff S.. Introversion/Extroversion, Time Stress, and Caffeine:Effect on Verbal Performance[J]. Science, 1976, 192(4235):149-150.
[20]Chang C.. Context-Induced and Ad-Induced Affect:Individual Differences as Moderators[J]. Psychology&Marketing,2006, 23(9):757-782.
[21][美]迈克尔·R.所罗门,卢泰宏,杨晓燕.消费者行为学(第10版)[M].杨晓燕,郝佳,胡晓红,张红明,译.北京:中国人民大学出版社, 2014:71-137.
[22]Chan F. F. Y., Lowe B.. The Effect of Placement Context on Brand Persuasiveness:An Abstract[C]. Academy of Marketing Science Conference. Heidelberg:Springer, Cham, 2017:279-280.
[23]Scott J., Craig-Lees M.. Audience Engagement and Its Effects on Product Placement Recognition[J]. Journal of Promotion Management, 2010, 16(1-2):39-58.
[24]张文彤. SPSS11.0统计分析教程(高级篇)[M].北京:北京希望电子出版社, 2002:91-115.
[25][比利时]伯努瓦·里豪克斯,[美]查尔斯C.拉金. QCA设计原理与应用:超越定性与定量研究的新方法[M].杜运周,李永发,译.北京:机械工业出版社, 2017:7.
[2]Dens N., Pelsmacker P. D., Wouters M.. Do You Like What You Recognize? The Effects of Brand Placement Prominence and Movie Plot Connection on Brand Attitude as Mediated by Recognition[J]. Journal of Advertising, 2012, 41(3):35-53.
[3]王秀丽,韩纲,Wortman L., Jeong J-Y., Ting H-Y..植入式广告对受众品牌认知、记忆和购买意向的影响[J].广告大观(理论版), 2009,(1):20-27.
[4]Bressoud E., Lehu J. M., Russell C. A.. The Product Well Placed:The Relative Impact of Placement and Audience Characteristics on Placement Recall[J]. Journal of Advertising Research, 2010, 50(4):374-385.
[5]Peters S., Leshner G.. Get in the Game:The Effects of Game-Product Congruity and Product Placement Proximity on Game Players’ Processing of Brands Embedded in Advergames[J]. Journal of Advertising, 2013, 42(2&3):113-130.
[6]王平,宋思根,居瑶.植入式广告的有效性:受众敏感性、媒介内容质量与植入类型的交互影响[J].商业经济与管理, 2015,(10):57-67.
[7]Terry W. S.. Serial Position Effects in Recall of Television Commercials[J]. The Journal of General Psychology, 2005,132(2):151-163.
[8]Bhatnagar N., Aksoy L., Malkoc S. A.. Embedding Brands within Media Content:The Impact of Message, Media, and Consumer Characteristics on Placement Efficacy[C]//Shrum L. J.. The Psychology of Entertainment Media:Blurring the Lines between Entertainment and Persuasion. Mahwah NJ:Lawrence Erlbaum Associates, 2004:99-116.
[9]Huang S. L., Chen S. C.. Understanding the Influences of Consumers’Mood States Induced by Web Page Content on Advertisement Effectiveness to Improve Internet Advertising Services[C]. Hawaii International Conference on System Science,IEEE, 2012:1542-1551.
[10]龚琳峦,徐晨,刘犇,杨莹,王振宏.外显与内隐记忆的情绪一致性效[J].心理科学, 2014,(1):60-65.
[11]张玥,刘越月,石加男.积极情绪强度对广告外显和内隐记忆的影响[J].心理与行为研究, 2015,(4):541-546.
[12]Lang A.. Involuntary Attention and Physiological Arousal Evoked by Structural Features and Emotional Content in TV Commercials[J]. Communication Research, 1990, 17(3):275-299.
[13]Bialkova S., Trijp H. V., Bertuccioli M., Monteleone E.. What Determines Consumer Attention to Nutrition Labels?[J].Food Quality and Preference, 2010, 21(8):1042-1051.
[14]Belanche D., Flavián C., Pérez-Rueda A.. Understanding Interactive Online Advertising:Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads[J]. Journal of Interactive Marketing, 2017, 37(Feb.):75-88.
[15]Buijzen M., Reijmersdal E. A. V., Owen L. H.. Introducing the PCMC Model:An Investigative Framework for Young People's Processing of Commercialized Media Content[J]. Communication Theory, 2010, 20(4):427-450.
[16]Brennan I., Mc Calman D.. Word-of-Author Advertising in Textbooks:The Role of Brand Familiarity and Placement Repetition on Recall and Recognition[J]. Academy of Marketing Studies Journal, 2011, 15(1):125-138.
[17]Murry J. P., Lastovicka J. L., Singh S. N.. Feeling and Liking Responses to Television Programs:An Examination of Two Explanations for Media-Context Effects[J]. Journal of Consumer Research, 1992, 18(3):441-451.
[18]Edwards S. M., Li H., Lee J-H.. Forced Exposure and Psychological Reactance:Antecedents and Consequences of the Perceived Intrusiveness of Pop-up Ads[J]. Journal of Advertising, 2002, 31(3):83-95.
[19]Revelle W., Amaral P., Turriff S.. Introversion/Extroversion, Time Stress, and Caffeine:Effect on Verbal Performance[J]. Science, 1976, 192(4235):149-150.
[20]Chang C.. Context-Induced and Ad-Induced Affect:Individual Differences as Moderators[J]. Psychology&Marketing,2006, 23(9):757-782.
[21][美]迈克尔·R.所罗门,卢泰宏,杨晓燕.消费者行为学(第10版)[M].杨晓燕,郝佳,胡晓红,张红明,译.北京:中国人民大学出版社, 2014:71-137.
[22]Chan F. F. Y., Lowe B.. The Effect of Placement Context on Brand Persuasiveness:An Abstract[C]. Academy of Marketing Science Conference. Heidelberg:Springer, Cham, 2017:279-280.
[23]Scott J., Craig-Lees M.. Audience Engagement and Its Effects on Product Placement Recognition[J]. Journal of Promotion Management, 2010, 16(1-2):39-58.
[24]张文彤. SPSS11.0统计分析教程(高级篇)[M].北京:北京希望电子出版社, 2002:91-115.
[25][比利时]伯努瓦·里豪克斯,[美]查尔斯C.拉金. QCA设计原理与应用:超越定性与定量研究的新方法[M].杜运周,李永发,译.北京:机械工业出版社, 2017:7.