The Effects Of Attention Level And Stereotype On Advertising Effectiveness

Given the accelerating complexity of media and consumer environments, the unconscious processing of unattended ads now plays an increasingly important role in advertising effectiveness. A growing number of researchers have realized the importance of unattended ads. The research on the information processing and communication effects of unattended ads has become a hot topic in consumer research. This study is conducted to address this field.First, this study used the method of experimentation to compare the advertising effectiveness of attended ads and unattended ads by using logo as stimulus. Second, using spokesmen as an advertising cue, this study conducted an experiment to explore the effect of stereotype on the advertising effectiveness.The results show that:(1) Compared with the attended ads, the controlled processing of unattended ads was reduced, while the automatic processing varied insignificantly at two attention levels.(2) Mere exposure effect occurred at both attention levels, and the mere exposure effect of attended ads was greater than unattended ads.(3) mere exposure to unattended ads which is consistent with stereotype arouse positive evaluation of the ads, while mere exposure to unattended ads which is not consistent with stereotype had no influence on the attitude toward the ads.