The Differential Role of Characteristics of Music on High- and Low-Involvement Consumers' Processing of Ads
The Differential Role of Characteristics of Music on High- and Low-Involvement Consumers' Processing of Ads
复制标题
音乐特征对高参与度和低参与度消费者的广告处理的不同作用
DOI：
10.1086/209249
复制
发表时间：
1991
影响因子：
7.2
通讯作者：
C. W. Park
中科院分区：
文献类型：
--
作者：
D. Macinnis;C. W. Park
本文研究了音乐的两个维度——与广告信息的契合度以及与过去充满情感的经历的联系（索引性）——对低参与度和高参与度消费者广告处理的影响。先前的研究表明，广告中的执行线索主要在低参与条件下以外围路径处理的形式发挥其影响。然而，这种观点可能过于简单化。某些执行线索可能影响高介入和低介入消费者的中央路线（基于消息）和外围（非基于消息）处理；然而，这种影响的方向可能取决于线索的具体特征和消费者参与的程度。这项研究的结果大体上与这些预期一致。版权归芝加哥大学所有。
This article examines the impact of two dimensions of music--its fit with the advertised message and its ties to past emotion-laden experiences (indexicality)--on low- and high-involvement consumers' ad processing. Previous research suggests that executional cues in an ad exert their influence primarily under conditions of low involvement in the form of peripheral-route processing. However this view may be overly simplistic. Certain executional cues may influence central-route (message-based) and peripheral (non-message-based) processing of both high- and low-involvement consumers; however, the direction of this influence may depend on both the specific characteristic of the cue and the level of consumer involvement. The results of this research generally are consistent with these expectations. Copyright 1991 by the University of Chicago.