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
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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。
Attitude change is one of the most important measures to evaluate advertising effectiveness. Recent studies have revealed that working memory as a basis of advanced cognitive activities is closely related to the change in attitude after watching advertisements. People with high working memory capacity(WMC) have stronger abilities to inhibit distractors and resist persuasive messages than low WMC people. Therefore, the less attitude changes were observed in consumers with high WMC. The present study combined the factors of personal involvement and the cognitive complexity concerning the advertisements to explore the relationship between WMC and attitude changes. In Experiment 1, the attitude changes of participants with low WMC were significantly 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 controlled the 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 changes than high WMC participants during viewing simple advertisements. These two experiments show that the attitude changes induced by individual working memory are regulated by personal involvement and cognitive complexity when people watch advertisements.
Attitude change is one of the most important measures to evaluate advertising effectiveness. Recent studies have revealed that working memory as a basis of advanced cognitive activities is closely related to the change in attitude after watching advertisements. People with high working memory capacity(WMC) have stronger abilities to inhibit distractors and resist persuasive messages than low WMC people. Therefore, the less attitude changes were observed in consumers with high WMC. The present study combined the factors of personal involvement and the cognitive complexity concerning the advertisements to explore the relationship between WMC and attitude changes. In Experiment 1, the attitude changes of participants with low WMC were significantly 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 controlled the 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 changes than high WMC participants during viewing simple advertisements. These two experiments show that the attitude changes induced by individual working memory are regulated by personal involvement and cognitive complexity when people watch advertisements.
引文
陈庆荣、邓铸、蒋波,2008:《工作记忆和句法复杂性对汉语判断单句的影响》,《心理科学》第3期。
郭春彦,2007:《工作记忆:一个备受关注的研究领域》,《心理科学进展》第15卷第1期。
金志成、周象贤,2007:《受众卷入度及其对广告传播效果的影响》,《心理科学进展》第15卷第1期。
孔寅平、陈毅文,2010:《大学生产品卷入度对冲动性网络购物的影响》,《人类工效学》第16卷第3期。
刘慧,2008:《电视广告构成要素与品牌忠诚度关系研究-基于“动感地带”电视广告》,硕士学位论文,中国人民大学。
于斌、乐国安、刘惠军,2014:《工作记忆能力与自我调控》,《心理科学进展》第22卷第5期。
原永丹、董大海、张海松,2007:《产品熟悉度对激活域大小影响的实证研究》,《科学学与科学技术管理》第4期。
王怀明,2012:《广告心理学原理》,清华大学出版社。
周晓林,2004:《执行控制:一个具有广阔理论前途和应用前景的研究领域》,《心理科学进展》第12卷第5期。
Ajzen,I.and M.Fishbein,1980,Understanding Attitudes and Predicting Social Behavior,Englewood Cliffs,NJ:Prentice-Hall.
Ajzen,I.and M.Fishbein,2005,“The influence of attitudes on behavior”,in D.Albarracín,B.T.Johnson&M.P.Zanna(eds.),The Handbook of Attitudes,Mahwah,NJ:Erlbaum,pp.173-221.
Alba,J.W.and J.W.Hutchinson,1987,“Dimensions of consumer expertise”,Journal of Consumer Research,vol.13,pp.411-454.
Andrews,J.C.,1990,“A framework for conceptualizing and measuring the involvement construct in advertising research”,Journal of Advertising,vol.19,pp.27-40.
Andrews,G.and G.S.Halford,2002,“A cognitive complexity metric applied to cognitive development”,Cognitive Psychology,vol.45,pp.153-219.
Baddeley,A.D.,1992,“Working memory”,Science,vol.255,pp.556-559.
Baddeley,A.D.,2003,“Working memory:Looking backward and looking forward”,Nature Reviews Neuroscience,vol.4,pp.829-839.
Baddeley,A.D.,2012,“Working memory:Theories,models,and controversies”,Annual Review of Psychology,vol.63,pp.1-29.
Baddeley,A.D.and G.Hitch,1974,“Working memory”,in G.A.Bower(ed.),The Psychology of Learning and Motivation,New York:Academic Press,pp.48-79.
Baron,R.A.,D.Byrnt and J.Suls,1989,Exploring Social Psychology(3rd ed),Boston:Allyn&Bacon.
Christopher,A.S.and Z.M.Alley,2016,“Advertising effectiveness and attitude change vary as a function of working memory capacity”,Applied Cognitive Psychology,vol.30,pp.1093-1099.
Daneman,M.and P.A.Carpenter,1980,“Individual differences in working memory and reading”,Journal of Verbal Learning and Verbal Behavior,vol.19,pp.450-466.
Fishbein,M.and I.Ajzen,1975,Belief,Attitude,Intention,and Behavior:An Introduction to Theory and Research,Reading,MA:Addision-Wesley.
Freedman,J.L.,D.O.Sears and J.M.Carlsmith,1978,Social Psychology,Englewood Cliffs,NJ:Prentice-Hall.
Greenwald,A.G.and C.Leavitt,1984,“Audience involvement in advertising:Four levels”,Journal of Consumer Research,vol.11,pp.581-592.
Hamilton,R.,K.D.Vohs,A.L.Sellier and T.Meyvis,2011,“Being of two minds:Switching mindsets exhausts selfregulatory resources”,Organizational Behavior and Human Decision Processes,vol.115,pp.13-24.
Hawkins,D.,R.J.Best and K.Coney,2001,Consumer Behavior:Building Marking Strategy(8th ed),Boston:McGraw-Hill.
Howard,J.A.,1994,Buyer Behaviour in Marketing Strategy,Englewood Cliffs,NJ:Prentice-Hall,Inc.
Howard,J.A.,2002,“Eliciting young children’s perceptions of play,work and learning using the Activity Apperception Story Procedure”,Early Child Development and Care,vol.172,pp.489-502.
Kane,M.J.,A.R.A.Conway,D.Z.Hambrick and R.W.Engle,2007,“Variation in working memory capacity as variation in executive attention and control”,in A.R.A.Conway,C.Jarrold,M.J.Kane,A.Miyake and J.N.Towse(eds.),Variation in Working Memory,New York:Oxford University Press,pp.21-45.
Krugman,H.E.,1965,“The impact of television advertising:Learning without involvement”,Public Opinion Quarterly,vol.29,pp.321-334.
Laczniak,R.N.,D.D.Muehling and S.Grossbart,1989,“Manipulating message involvement in advertising research”,Journal of Advertising,vol.18,pp.28-38.
Lustig,C.,C.P.May and L.Hasher,2001,“Working memory span and the role of proactive interference”,Journal of Experimental Psychology:General,vol.130,pp.199-207.
Maoz,E.and A.M.Tybout,2002,“The moderating role of involvement and differentiation in the evaluation of brand extensions”,Journal of Consumer Psychology,vol.12,pp.119-131.
Markus,H.and Z.Kunda,1986,“Stability and malleability of the self-concept”,Journal of Personality and Social Psychology,vol.51,pp.858-866.
Moore,A.B.,B.A.Clark and M.J.Kane,2008,“Who shalt not kill?Individual differences in working memory capacity,executive control,and moral judgment”,Psychological Science,vol.19,pp.549-557.
Moore,W.L.and D.R.Lehmann,1980,“Individual differences in search behavior for nondurable”,Journal of Consumer Research,vol.7,pp.296-307.
Oberauer,K.,2005,“Binding and inhibition in working memory:Individual and age differences in short-term recognition”,Journal of Experimental Psychology:General,vol.134,pp.368-387.
Oberauer,K.and H.Y.Lin,2017,“An interference model of visual working memory”,Psychological Review,vol.124,pp.21-59.
Petty,R.E.and J.T.Cacioppo,1984,“The effects of involvement on responses to argument quantity and quality:Central and peripheral routes to persuasion”,Journal of Personality and Social Psychology,vol.46,pp.69-81.
Petty,R.E.and J.T.Cacioppo,1986,“The elaboration likelihood model of persuasion”,in L.Berkowitz(ed.),Advances in Experimental Social Psychology,Orlando,FL:Academic,pp.123-205.
Petty,R.E.,J.T.Cacioppo and D.W.Schumann,1983,“Central and peripheral routes to advertising effectiveness:The moderating role of involvement”,Journal of Consumer Research,vol.10,pp.135-146.
Pieters,R.and M.Wedel,2004,“Attention capture and transfer in advertising:Brand,pictorial,and text-size effects”,Journal of Marketing,vol.68,pp.36-50.
Pieters,R.and M.Wedel,2007,“Goal control of attention to advertising:The Yarbus implication”,Journal of Consumer Research,vol.34,pp.224-233.
Schiffman,L.G.and L.L.Kanuk,2000,Consumer Behavior(7th ed),New Jersey:Prentice-Hall.
Shavitt S.,T.Swan and M.W.Lowrey,1994,“The interaction of endorser attractiveness and involvement in persuasion depends on the goal that guides message processing”,Journal of Consumer Psychology,vol.3,pp.137-162.
Simonin,B.L.and J.A.Ruth,1998,“Is a company known by the company it keeps?Assessing the spillover effects of brand alliances on consumer brand attitudes”,Journal of Marketing Research,vol.35,pp.30-42.
Unsworth,N.,G.A.Brewer and G.J.Spillers,2013,“Working memory capacity and retrieval from long-term memory:The role of controlled search”,Memory&Cognition,vol.41,pp.242-254.
Unsworth,N.and R.W.Engle,2007,“The nature of individual differences in working memory capacity:Active maintenance in primary memory and controlled search from secondary memory”,Psychological Review,vol.114,pp.104-132.
Unsworth,N.,T.S.Redick,R.P.Heitz,J.M.Broadway and R.W.Engle,2009,“Complex working memory span tasks and higher-order cognition:A latent-variable analysis of the relationship between processing and storage”,Memory,vol.17,pp.635-654.
Unsworth,N.,J.C.Schrock and R.W.Engle,2004,“Working memory capacity and the antisaccade task:Individual differences in voluntary saccade control”,Journal of Experimental Psychology:Learning,Memory,and Cognition,vol.30,pp.1302-1321.
Ward,A.and T.Mann,2000,“Don't mind if I do:Disinhibited eating under cognitive load”,Journal of Personality and Social Psychology,vol.78,pp.753-763.
Wedel,M.and J.Zhang,2004,“Analyzing brand competition across subcategories”,Journal of Marketing Research,vol.41,pp.448-456.
Worchel,S.,J.Cooper,G.R.Goethals and J.M.Olson,2000,Social Psychology,Belmont,CA:Wadsworth/Thomson Learning.
Zaichkowsky,J.L.,1994,“The personal involvement inventory:Reduction,revision,and application to advertising”,Journal of Advertising,vol.23,pp.59-70.
Zhang,J.Q.,G.Craciun and D.Shin,2010,“When does electronic word-of-mouth matter?A study of consumer product reviews”,Journal of Business Research,vol.63,pp.1336-1341.
郭春彦,2007:《工作记忆:一个备受关注的研究领域》,《心理科学进展》第15卷第1期。
金志成、周象贤,2007:《受众卷入度及其对广告传播效果的影响》,《心理科学进展》第15卷第1期。
孔寅平、陈毅文,2010:《大学生产品卷入度对冲动性网络购物的影响》,《人类工效学》第16卷第3期。
刘慧,2008:《电视广告构成要素与品牌忠诚度关系研究-基于“动感地带”电视广告》,硕士学位论文,中国人民大学。
于斌、乐国安、刘惠军,2014:《工作记忆能力与自我调控》,《心理科学进展》第22卷第5期。
原永丹、董大海、张海松,2007:《产品熟悉度对激活域大小影响的实证研究》,《科学学与科学技术管理》第4期。
王怀明,2012:《广告心理学原理》,清华大学出版社。
周晓林,2004:《执行控制:一个具有广阔理论前途和应用前景的研究领域》,《心理科学进展》第12卷第5期。
Ajzen,I.and M.Fishbein,1980,Understanding Attitudes and Predicting Social Behavior,Englewood Cliffs,NJ:Prentice-Hall.
Ajzen,I.and M.Fishbein,2005,“The influence of attitudes on behavior”,in D.Albarracín,B.T.Johnson&M.P.Zanna(eds.),The Handbook of Attitudes,Mahwah,NJ:Erlbaum,pp.173-221.
Alba,J.W.and J.W.Hutchinson,1987,“Dimensions of consumer expertise”,Journal of Consumer Research,vol.13,pp.411-454.
Andrews,J.C.,1990,“A framework for conceptualizing and measuring the involvement construct in advertising research”,Journal of Advertising,vol.19,pp.27-40.
Andrews,G.and G.S.Halford,2002,“A cognitive complexity metric applied to cognitive development”,Cognitive Psychology,vol.45,pp.153-219.
Baddeley,A.D.,1992,“Working memory”,Science,vol.255,pp.556-559.
Baddeley,A.D.,2003,“Working memory:Looking backward and looking forward”,Nature Reviews Neuroscience,vol.4,pp.829-839.
Baddeley,A.D.,2012,“Working memory:Theories,models,and controversies”,Annual Review of Psychology,vol.63,pp.1-29.
Baddeley,A.D.and G.Hitch,1974,“Working memory”,in G.A.Bower(ed.),The Psychology of Learning and Motivation,New York:Academic Press,pp.48-79.
Baron,R.A.,D.Byrnt and J.Suls,1989,Exploring Social Psychology(3rd ed),Boston:Allyn&Bacon.
Christopher,A.S.and Z.M.Alley,2016,“Advertising effectiveness and attitude change vary as a function of working memory capacity”,Applied Cognitive Psychology,vol.30,pp.1093-1099.
Daneman,M.and P.A.Carpenter,1980,“Individual differences in working memory and reading”,Journal of Verbal Learning and Verbal Behavior,vol.19,pp.450-466.
Fishbein,M.and I.Ajzen,1975,Belief,Attitude,Intention,and Behavior:An Introduction to Theory and Research,Reading,MA:Addision-Wesley.
Freedman,J.L.,D.O.Sears and J.M.Carlsmith,1978,Social Psychology,Englewood Cliffs,NJ:Prentice-Hall.
Greenwald,A.G.and C.Leavitt,1984,“Audience involvement in advertising:Four levels”,Journal of Consumer Research,vol.11,pp.581-592.
Hamilton,R.,K.D.Vohs,A.L.Sellier and T.Meyvis,2011,“Being of two minds:Switching mindsets exhausts selfregulatory resources”,Organizational Behavior and Human Decision Processes,vol.115,pp.13-24.
Hawkins,D.,R.J.Best and K.Coney,2001,Consumer Behavior:Building Marking Strategy(8th ed),Boston:McGraw-Hill.
Howard,J.A.,1994,Buyer Behaviour in Marketing Strategy,Englewood Cliffs,NJ:Prentice-Hall,Inc.
Howard,J.A.,2002,“Eliciting young children’s perceptions of play,work and learning using the Activity Apperception Story Procedure”,Early Child Development and Care,vol.172,pp.489-502.
Kane,M.J.,A.R.A.Conway,D.Z.Hambrick and R.W.Engle,2007,“Variation in working memory capacity as variation in executive attention and control”,in A.R.A.Conway,C.Jarrold,M.J.Kane,A.Miyake and J.N.Towse(eds.),Variation in Working Memory,New York:Oxford University Press,pp.21-45.
Krugman,H.E.,1965,“The impact of television advertising:Learning without involvement”,Public Opinion Quarterly,vol.29,pp.321-334.
Laczniak,R.N.,D.D.Muehling and S.Grossbart,1989,“Manipulating message involvement in advertising research”,Journal of Advertising,vol.18,pp.28-38.
Lustig,C.,C.P.May and L.Hasher,2001,“Working memory span and the role of proactive interference”,Journal of Experimental Psychology:General,vol.130,pp.199-207.
Maoz,E.and A.M.Tybout,2002,“The moderating role of involvement and differentiation in the evaluation of brand extensions”,Journal of Consumer Psychology,vol.12,pp.119-131.
Markus,H.and Z.Kunda,1986,“Stability and malleability of the self-concept”,Journal of Personality and Social Psychology,vol.51,pp.858-866.
Moore,A.B.,B.A.Clark and M.J.Kane,2008,“Who shalt not kill?Individual differences in working memory capacity,executive control,and moral judgment”,Psychological Science,vol.19,pp.549-557.
Moore,W.L.and D.R.Lehmann,1980,“Individual differences in search behavior for nondurable”,Journal of Consumer Research,vol.7,pp.296-307.
Oberauer,K.,2005,“Binding and inhibition in working memory:Individual and age differences in short-term recognition”,Journal of Experimental Psychology:General,vol.134,pp.368-387.
Oberauer,K.and H.Y.Lin,2017,“An interference model of visual working memory”,Psychological Review,vol.124,pp.21-59.
Petty,R.E.and J.T.Cacioppo,1984,“The effects of involvement on responses to argument quantity and quality:Central and peripheral routes to persuasion”,Journal of Personality and Social Psychology,vol.46,pp.69-81.
Petty,R.E.and J.T.Cacioppo,1986,“The elaboration likelihood model of persuasion”,in L.Berkowitz(ed.),Advances in Experimental Social Psychology,Orlando,FL:Academic,pp.123-205.
Petty,R.E.,J.T.Cacioppo and D.W.Schumann,1983,“Central and peripheral routes to advertising effectiveness:The moderating role of involvement”,Journal of Consumer Research,vol.10,pp.135-146.
Pieters,R.and M.Wedel,2004,“Attention capture and transfer in advertising:Brand,pictorial,and text-size effects”,Journal of Marketing,vol.68,pp.36-50.
Pieters,R.and M.Wedel,2007,“Goal control of attention to advertising:The Yarbus implication”,Journal of Consumer Research,vol.34,pp.224-233.
Schiffman,L.G.and L.L.Kanuk,2000,Consumer Behavior(7th ed),New Jersey:Prentice-Hall.
Shavitt S.,T.Swan and M.W.Lowrey,1994,“The interaction of endorser attractiveness and involvement in persuasion depends on the goal that guides message processing”,Journal of Consumer Psychology,vol.3,pp.137-162.
Simonin,B.L.and J.A.Ruth,1998,“Is a company known by the company it keeps?Assessing the spillover effects of brand alliances on consumer brand attitudes”,Journal of Marketing Research,vol.35,pp.30-42.
Unsworth,N.,G.A.Brewer and G.J.Spillers,2013,“Working memory capacity and retrieval from long-term memory:The role of controlled search”,Memory&Cognition,vol.41,pp.242-254.
Unsworth,N.and R.W.Engle,2007,“The nature of individual differences in working memory capacity:Active maintenance in primary memory and controlled search from secondary memory”,Psychological Review,vol.114,pp.104-132.
Unsworth,N.,T.S.Redick,R.P.Heitz,J.M.Broadway and R.W.Engle,2009,“Complex working memory span tasks and higher-order cognition:A latent-variable analysis of the relationship between processing and storage”,Memory,vol.17,pp.635-654.
Unsworth,N.,J.C.Schrock and R.W.Engle,2004,“Working memory capacity and the antisaccade task:Individual differences in voluntary saccade control”,Journal of Experimental Psychology:Learning,Memory,and Cognition,vol.30,pp.1302-1321.
Ward,A.and T.Mann,2000,“Don't mind if I do:Disinhibited eating under cognitive load”,Journal of Personality and Social Psychology,vol.78,pp.753-763.
Wedel,M.and J.Zhang,2004,“Analyzing brand competition across subcategories”,Journal of Marketing Research,vol.41,pp.448-456.
Worchel,S.,J.Cooper,G.R.Goethals and J.M.Olson,2000,Social Psychology,Belmont,CA:Wadsworth/Thomson Learning.
Zaichkowsky,J.L.,1994,“The personal involvement inventory:Reduction,revision,and application to advertising”,Journal of Advertising,vol.23,pp.59-70.
Zhang,J.Q.,G.Craciun and D.Shin,2010,“When does electronic word-of-mouth matter?A study of consumer product reviews”,Journal of Business Research,vol.63,pp.1336-1341.