広告表現が広告に対する態度に及ぼす影響

为饮料代言的电视广告被播放给464名大学生，然后他们被问及“信息价值”、“消费者认知”和“广告”。研究结果如下：(1)认为CM“讯息”中包含的“食物选择标准”重要的观众比不认为该标准重要的观众更喜欢CM。(2)如果观众认为CM信息中包含的“食物选择标准”是重要的，则确认了“Message→Information Value→Consumer Percept→AAD”的反应过程。不过，在某些情况下，虽然“消费者感受度”不高，但“广告效果”却很高。即“Message→Information Value→Aad”的反应过程也得到了证实。

TV commercials endorsing beverages were shown to 464 college students who were then queried about the "informational value," "consumer perception," and "Aad." The results were as follows : (1)The viewer who thought the "food selection criterion" included in the "message" of CM was important liked the CM more than did those who did not think the criterion was important. (2) If the viewer thought the "food selection criterion" included in the message of CM was important, the reaction process of "message→informational value→consumer perception→Aad" was confirmed. However, in some cases, although "consumer perception" was not high, "Aad" was high. That is, the reaction process of "message→informational value→Aad" was also confirmed.