When an ad's influence is beyond our conscious control: Perceptual and conceptual fluency effects caused by incidental ad exposure
When an ad's influence is beyond our conscious control: Perceptual and conceptual fluency effects caused by incidental ad exposure
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DOI：
10.1086/209548
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发表时间：
1999-06-01
影响因子：
7.2
通讯作者：
Shapiro, S
中科院分区：
文献类型：
--
作者：
Shapiro, S
进行了四项研究，以确定在偶然的广告曝光过程中发生的处理水平，以及这种处理的影响在多大程度上是由无意识的影响驱动的。研究I和2表明，在广告中添加语义相关的产品信息有助于激活记忆中的产品概念。结果，即使当考虑中的产品的感知特征与广告中的产品描述的特征不匹配时，广告产品也更可能被包括在基于刺激的考虑集合中。这些结果是一致的概念流畅性所产生的语义分析，发生在偶然的广告曝光。研究3和4表明，当广告缺乏其他产品相关信息时（即，当它简单地单独描绘产品时），处理限于简单的特征分析。当广告产品的形状是陌生的，考虑中的产品的感知特征匹配的广告中的产品描述时，这种分析对考虑集判断的影响被发现。这些结果与知觉流畅性的概念是一致的。此外，所有四项研究都提供了强有力的证据，表明偶然广告曝光引起的反应偏差是无意识影响的线索广告产品更有可能被纳入考虑范围，即使受试者明确试图避免选择广告中描述的产品。
Four studies were conducted to determine the level of processing that occurs during incidental ad exposure and the extent to which effects of such processing are driven by unconscious influences. Studies I and 2 indicate that the addition of semantically related product information in an ad facilitates activation of the product concept in memory. As a result, the advertised product is more likely to be included in a stimulus-based consideration set even when the perceptual features of the product under consideration do not match the features of the product depiction in the ad. These results are consistent with conceptual fluency arising from a semantic analysis that occurs during incidental ad exposure. Studies 3 and 4 indicate that when an ad is devoid of other product-related information (i.e., when it simply depicts a product by itself), processing is limited to a simple feature analysis. The effect of this analysis on consideration set judgment is found when the shape of the advertised product is unfamiliar, and the perceptual features of the product under consideration match those of the product depiction in the ad. These results are consistent with the concept of perceptual fluency. Further, all four studies provide strong evidence that the response bias caused by incidental ad exposure is clue to unconscious influences-advertised products were more likely to be included in a consideration set even when subjects were explicitly trying to avoid choosing products that were depicted in the ads.