The Effects Of Advertising Appeal, Involvement On Consumers' Explicit And Implicit Attitude

With economic development and great wealth of variety of products, advertising, product presentation and promotion have been a way to fill our lives. The central role of advertising is to introduce products to the consumers of information, and to demonstrate the culture and image of the brand, so consumers have a positive attitude, and thus results in a purchase. This study focuses on how consumers'explicit and implicit attitudes impact by different degrees of involvement and advertising appeals.The study includes three parts. The first section reviews and summarizes the previous about advertising appeals, degree of involvement and consumer attitudes in a series of theoretical studies. This study builds a fairly complete theoretical framework and put forward the hypothesis.The second part of this study is empirical research, including three experiments. The first experiment, East China Normal University undergraduate students were randomly selected as subjects, using single factor experimental design, discussing the effects of different advertising appeals (emotional Advertising/rational advertising) on consumer attitudes (explicit/implicit) effects. Through preliminary experiment, the matched brands and the corresponding types of advertising appeals were selected as experimental materials. Respectively, through the questionnaire and IAT methods were tested in the explicit and implicit attitude measurement. The results showed that in explicit attitudes, emotional ads were more popular, but the difference was not significant to rational ads; boys relative to girls prefer rational advertising, but the difference was not significant either. Implicit attitudes, the subjects gave the emotional advertising significantly higher positive attitude; either boys or girls were more significant to like emotional ads. Second experiment discussed how the production involvement and ad appeal affect the explicit attitude of consumers. The results showed that, overall, subjects had a more significant positive attitude to high involvement production; compare to rational advertising, subjects had significantly higher positive attitude with emotional advertising products; for high involvement products, rational ads produced by slightly higher positive attitude to emotional advertising, but the difference was not significant. The third experiment, on the base of the conditions in the second experiment, how implicit attitudes were affected by different ad appeals and the involvement of productions. The results showed that for low-involvement products, rational ads in explicit emotional attitude was significantly lower than the product ads for high involvement products, consumers were more likely to accept rational ads; for the low involvement product, consumers were more receptive to emotional ads.In the end, the whole study is reviewed and the practical values are pointed out. Then the deficiency in this study and the expectation in the future are put forward.