The Investigation Of The Consumers' Ad Attitude Based On Construal Level Theory

The Competition of similar products is fierce as new products emerging constantly on themarket. More and more products need to increase sales volume through a variety ofadvertising and promotions. At the same time, a number of advertising did not get goodresults, which makes a lot of advertisers unproductive and bring some of negative effects.This is mainly because a lot of homogenized product ads appear and the audiences feel fatiguein the face of a large number of advertising messages. This phenomenon make producersconfused about how to make advertising at present and sometimes work away from thecorrect course about the product promotion plan leading to inefficient communication. Basedon the above issues, coupled with inadequate theoretical research currently, this paperconducted in-depth research to identify common advertising program and find common thingstoward different period and different propriety in process of external publicity. Emphasizedthe difference in promoting the consumer behavior about a advertising which preferred by thepreferences or another one not, allowing to maximize advertising effectiveness.Ads attitude is an important topic in psychology of advertising and corporate advertisingoperation field, therefore this study introducing, use 2(Temporal: distant future, nearfuture)×2(product attribute importance :primary, secondary)×2 (Self-Regulation: promotionfocus, prevention focus)factor analysis design, construct the experimental model related to theattitude of consumer advertising to conduct empirical research. Research data found that: theprevention-oriented consumers prefer long-term advertising which highlight the productsmainly attributes. In contrast, the promotion-oriented consumers prefer to the recent adswhich highlight the secondary product attributes. The study also shows that consumeradvertising attitude is changing as apperception alters in products attributes.