The Impact Of Working Memory Capacity, Product Involvement, And Advertising Complexity On Consumer Attitudes

Consumer attitudes is one of the most important measures of advertising effectiveness.Attitude changes has been found to be influenced by the nature of advertising,individual differences and context.Among them,the working memory as a basis for advanced cognitive activities is closely related to the change in attitude after the advertisement.The performance of high working memory is stronger in the face of advertising,and it is more resistant to persuasive information and less change in attitude.The anti-interference ability of high working memory derived from richer cognitive resources.In the face of advertising information,individuals are better at controlling the activity of relevant information in short-term memory.But does this ability occur in all situations?Faced with products of different degrees of involvement,individuals will adopt different information processing methods for decision-making.Whether the effect of the working memory capacity on the attitude change will be affected by product involvement is still unknown;at the same time,under the context of knowledge load,whether the effect of working memory on cognitive activities will be depleted,and whether the processing of advertising information with different complexity will affect the effect of working memory on attitudes is also worth exploring.Based on this,the researchers proceed from the perspectives of product involvement and advertising complexity,and adopt laboratory experiments to further verify and explore the influence mechanism of working memory capacity on attitude change.The experiment was divided into two parts.The first experiment explored the effect of working memory capacity and product involvement on attitude change after the advertisement.The data showed that the individual attitude change of the low working memory capacity was significantly higher than that of the low product involvement.Those with working memory capacity have no difference in attitude change between high and low working memory capacity under high product involvement.Experiment 2 explored the effect of working memory capacity and advertising complexity on attitude change after the advertisement was viewed.The results showed that after watching simple advertisements,the individual attitude change of low working memory capacity was significantly greater than that of high working memory capacity;in complex advertising Under the conditions,there is no difference in the individual attitude change between high and low working memory capacity.The above empirical evidence provides consistent evidence that those with high working memory capacity have stronger self-regulatory abilities and that the attitude change after watching advertisements is less than the low working memory capacity.This effect is affected by cognitive resources in high-involvement products or complexities.Under the advertising conditions,the working memory capacity no longer plays a role.