| The concept of involvement and humorous advertising appeal are widely taken into consideration in marketing research and receive a particularly focused attention in the field of advertising psychological studies.It is proved that involvement has influences on almost all kinds of consumer behaviours,and humorous advertising appeal also has influences on the spread of advertisement.In this research.But in the previous studies,there still seems to be a lack of agreement on the operational definition of the concept of involvement among different researchers.In my research,I use some new kinds of methods such as Eye-tracking technique,Process Dissociation Procedure to know the matching of involvement and humorous advertising appeal.Significant discoveries were made as the following.(1)With the iner case of the audience attention level or the potential benefits of the products,not only the audience had a significantly bigger number of fixations,and had noticed and processed significantly more advertising information,but also better memory of advertising brands were observed.(2)The improvement of both the attention level and the potential benefits of products co-worked to motivate the audience memory of brands,with the change of attention levels mainly influencing the audience explicit memory and that of potential benefits Enhancing the audience implicit memory of the brands.(3)The emotional appeal,which is sampled by humorous advertising in this study,could be expected to have a stronger advantage,which was proved to be sure of being effective for the audience under different states of involvement.(4)The techniques,such as eye-tracking technique and PDP,were completely fit for the examination of the relevant problems of involvement and,more significantly,the powerful support they provided in discovering the law of the matching between the functioning mechanism of involvement and advertisement appeal could not be possibly achieved with the commonly used methods. |
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