| With the rapid development of Internet, digital media have quickly entered and grabbed the print, TV, radio and other traditional media market. As a new form of advertisements, website ads are flexible, expressive, wide-spread, low-cost and strong interactivity, which have shown incomparable virtues over other advertising methods, and quickly becoming a wide-spread and important means of enterprise marketing. However, the effectiveness of web advertising is controversial. In this era of network information saturating people’s limited attention resources and increasingly brand competition, how the network advertisers design and launch advertisement more effectively, attract the attention of potential consumers, enhance their cognitive memory, and improve their interests and evaluation to the brand advertised is a realistic as well as important problem.In the context of web news scanning, we investigate the effects of cognitive style of consumers (endogenous factor) and the correlation between web ads and news content (exogenous factor) to advertising brands through two experiments. How individual differences of cognitive styles under related v.s. unrelated web news situations, influence consumer’s emotion and brand attitude are studied. Meanwhile, the process of consumer’s psychological change mechanism that consumers form the brand impression, and then constitute attitude toward advertising brand are discussed. The main research conclusions are obtained as follows:(1) Cognitive style has an impact on consumer’s recognition to advertising brands. Field-dependent consumers show higher memory level than the field-independent consumers.The correlation between advertising brand and web news content has an impact on consumer’s brand recognition. Consumers have higher brand memory level in related situations than unrelated ones.When the advertising brands are related with web news content, field-dependent consumers and field-independent consumers have no difference in memory of advertising brands.When the advertising brands are unrelated with web news content, field-dependent consumers and field-independent consumers are different in memory of advertising brands:field-dependent individuals are able to recognize more advertising brands than field-independent individuals.(2) The correlation between advertising brand and web news content has an impact on consumer’s brand attitude. Consumers have more positive attitude to advertising brands in related situations than unrelated ones.The correlation between advertising brand and web news content influences consumers’emotional responses. Consumers in the relevant circumstances show more positive affective reactions than unrelated situations. The correlation between advertising brand and web news content has an impact on eliciting consumers’persuasion knowledge. Consumers are more likely to elicit persuasion knowledge in related situations than unrelated ones. The relationship between relevance and persuasion knowledge is mediated by recognition. That is, correlation between advertising brand and web news content has an impact on brand recognition, and higher recognition leads to persuasion knowledge. The relationship between relevance and brand attitude is mediated by affection. That is, correlation between advertising brand and web news content has an impact on affection, and more positive affection leads to more positive brand attitude.This study introduced processing fluency and misattribution model to analyze the effect mechanism of consumer’s psychological change, explored a new way on research of web advertising effectiveness, and further enriched the network advertising effects model. The results provide a useful guide for network advertising marketers on targeting marketing strategy formulation and implementation of network advertising. |
