A Study Of The Effect Of Product Types And Brand Familiarity On Advertising Psychological Effectiveness

This exploratory study investigated the impact of brand familiarity and producttypes on the advertising psychological effectiveness. In this study used a2（producttypes: high and low products Involvement of two levels）×2（brand familiarity:familiarity and unfamiliarity brands of two levels）experimental designs. The eyemovement technology and cognitive evaluation method were used to investigate thedifferent influence between the college students of high and low message relevance.The results were analyzed by conducting the repeated measures and the simple effecttest methods. The results of this paper are showed below:(1) Under the conditions of the students’ high message related, measured eyemovement results indicated that the main effect of product type was significant. Thestudents pay more attention on the high involvement products and advertising than thelow one, and had more interested on the high involvement of familiarity brands andadvertising than the low of familiarity one. The subjective cognitive evaluation resultssuggested that with the brand advertising attitude, brand attitude, the students paymore attention on the familiarity brands than the unfamiliarity one.(2) Under the conditions of the students’ low message related, measured eyemovement results indicated that the product types and the brand familiarity had themain effect significant. The students pay more attention on the high involvementproducts and advertising than the low one, and pay more interested on theunfamiliarity brands and advertising than the familiarity one. The subjective cognitiveevaluation results showed that with the brand advertising attitude, brand attitude, thestudents pay more attention and leave a better impression on the high involvementproducts and advertising than the low one, and pay more attention on the familiaritybrands than the unfamiliarity one.(3) About purchase intention, no matter the message relevance was high or low,the students always interested in the familiarity brand`s product.