The Influence Of Involvement On Family-Love Appeal Advertising Effects

Family-love appeal advertising as a form of emotional appeal advertisements, has been more and more used in advertising communication in recent years, the content of the family-love appeal are more rich. Family-love appeal advertising has a unique advantage compared with other advertisings:everyone has the emotional experience of family-love. Related studies show that involvement has an influence on consumer behavior and the advertising communication. Therefore, this study researches the problem that how the involvement influences the effectiveness of family-love appeal advertising through the eye-tracking experiment and the questionnaire survey on the basis of the concept of involvement.In this study the subjective and objective research orientation of the involvement are integrated, three-factor experiment of2(attention levels:high attention level, low attention level) x2(the potential value of products:high potential value, low potential value) x2(appeals:family-love appeal, neutral appeal) is designed, and eye-tracking experiment and questionnaire are used to explore the family-love appeal advertising effects in different levels of potential value and in different levels of attention. The study combined with eye-tracking indicators and questionnaire data shows that:1. The attention levels have a significant influence on the numbers of fixation, fixation duration and the pupil size in area of interest of advertising, high attention level leads to more numbers of fixation, the longer fixation duration and the bigger pupil size.2. The potential value of products have a significant influence on the numbers of fixation, fixation duration and the pupil size in area of interest of advertising, high potential value leads to more numbers of fixation and the longer fixation duration.3. The appeals have a significant influence on the numbers of fixation and fixation duration in area of interest of advertising, family-love appeal leads to more numbers of fixation and the longer fixation duration compared with neutral appeal.4. For high attention level or high potential value, the numbers of fixation and fixation duration in area of interest of advertising increase significantly, so more advertising information are gained, we can conclude that attention levels and potential value influence the same internal process.5. The potential value of products and appeals have a significant interaction effect on pupil size, under the condition of low potential value, family-love appeal leads to the bigger pupil size compared with neutral appeal. 6. The potential value of products have a significant influence on advertising attitude and purchase intention, the low potential value leads to more positive advertising attitude and purchase intention.7. The appeals have a significant influence on advertising attitude, family-love appeal leads to more positive advertising attitude compared with neutral appeal.8. The attention levels and appeals have a significant interaction effect on advertising attitude, under the condition of low attention level, family-love appeal leads to more positive advertising attitude compared with neutral appeal.9. The advertising attitude and purchase intention of the products of low potential value may be more easily affected by external gateway information.Finally by discussing and summarizing the study, the revelation of advertising is gained. The paper attempts to discuss the advertising effect and mechanism of the family-love appeal advertising, and explores that how the involvement influences the family-love appeal advertising; in this study the subjective and objective research orientation of the involvement are integrated, the involvement is in-depth investigation by experiment on the basis of accurate control, the paper not only enriches the research content of this field, and provides guidance for companies to use this kind of advertising. Family-love appeal advertising has a advantage of good communication compared with neutral appeal, and in the involvement of different levels, it is exist. In addition, for the products of low potential value, its state of arousal is quite high through the use of family-love appeal. The positive advertising attitude of family-love appeal advertising is on the basis of the high match between products and the appeal.