Effects Of Advertising Appeals, Cognitive Needs, And Internet Word-of-mouth On Micro-blogadvertising Psychological Effectiveness

The emergence of micro-blog became the new darling of the advertising.There havebeen over300million micro-blog users in China, Maybe It would bring the advertisingindustry a new development opportunity. Its randomness and parsimony inevitable made itnot only as a leisure and entertainment platform, but also make it be a new marketingplatform.So the key variables of psychological effect of traditional advertising was still thekey factor for psychological effect of the emerging media micro-blog advertising? Howdifferent levers of cognitive need audiences reacted to the negative comment of word ofmouth on the high interactive media platform was consistent with the traditionalmedia?This study took this emerging media as a study platform, research on advertisingappeals, cognitive needs and the Internet word-of-mouth on micro-blog advertisingpsychological effectiveness：This research was divided into two parts：Part1applied2×2mixed design,and used eye-tracking experiment to explore thepsychological effects of advertising appeals and cognitive needs.The results wasindicated that:(1) There were more attractive in text information of emotional appealsmicro-blog advertisement than in text information of rational appeals micro-blogadvertisement.(2) Higher Cognitive needers would pay more cognitive efforts than lowercognitive needers.(3) Lower cognitive needers liked text information of micro-blogadvertisement more than higher cognitive needers.Part2applied2×2between groups design,and used subjective rating method toexplore the psychological effects of cognitive needs and Internet word-of-mouth onbrand attitude change,word-of-mouth recommendation intention and purchaseintention.The results was showed that:(1) Cognitive need and internet word-of-mouthshowed significant effect in brand attitude change,higher cognitive needers were better than lower cognitive needers, positive comments were better than negative comments.(2)Higher cognitive needers were superior to lower cognitive needers in word of mouthrecommendation intention.(3) Positive comments were superior to negative comments inpurchase intention.Overall, Higher Cognitive needers would not like rational appeals advertising,onlybecause they pay more efforts,but they believed micro-blog comments more.Positivecomments was better for micro-enterprises to enhance the influence.Negative commentshad greater influence on well-known brands.