Imagery Fluency and Narrative Advertising Effects

被引:147
作者
Chang, Chingching [1 ]
机构
[1] Natl Chengchi Univ, Taipei 11605, Taiwan
关键词
PERCEPTUAL FLUENCY; METACOGNITIVE DIFFICULTY; INFORMATION; COMPREHENSION; EXPOSURE; EASE; AVAILABILITY; SIMULATION; STRATEGIES; RETRIEVAL;
D O I
10.1080/00913367.2012.749087
中图分类号
F [经济];
学科分类号
02 ;
摘要
This article identifies important cognitive processes associated with processing narrative ads (comprehending narratives and generating mental imagery of depictions in the narratives) and related subjective experiences (perceptual/conceptual fluency, comprehension, and imagery fluency). In line with the idea that perceptual/conceptual fluency facilitates comprehension fluency and further improves imagery fluency, this study presents a model in which factors influence imagery fluency either indirectly through influences on perceptual/conceptual and comprehension fluency or directly. Findings from two experiments support the model; picture type (narrative versus product picture) and narrative type (highly versus less accessible) indirectly alter imagery fluency through their influence on comprehension fluency, whereas individual characteristics (experiential versus rational processing orientation) directly alter it, which further affects ad and brand attitudes.
引用
收藏
页码:54 / 68
页数:15
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