Humor Advertisements' Influence On The Implicit Attitude Of The New Product By Evaluative Conditioning Mechanism

When we investigate the behaviour of consumers, the major concern is how to know their attitude and then predict their future consumer behaviour. Research shows that one's implicit attitude contributes more to his consumer behaviour than his explicit attitude. When a new product is appearing on the market, it is usually advertised to attract public attention. The humorous advertisement, for example, is one of the fashions. However, there hasn't been any research regarding how the humorous advertisement could impact the consumers'attitude and purchase decision on a new product.In this research, we infer the implicit attitude on a new product by pairing the product and the humour through the evaluative condition mechanism. We then investigate the impact of humorous advertisements on consumers'product preference and purchase decision by applying the subliminal evaluative priming paradigm to their implicit attitude test.This research consists of three parts. There are three stages in Part 1: evaluative conditioning stage to infer the implicit attitude on new products; subliminal evaluative stage to analyze the impacts of humour on the new product implicit attitude; explicit attitude evaluation stage to analyze the sense of humour and the perception of people under test. In addition to Part 1, the product selection stage is added to the Part 2 to investigate whether the implicit attitude changes caused by humour will affect consumers'purchase decision on new products. Based on Part 2, Part 3 simulates the whether the implicit attitude change will impact consumers'product preference. The Subjects of formal study is 105 students.This research shows that1.According to the evaluative conditioning mechanism, to pair the new product and humour advertisement can help consumers to form a positive implicit attitude to new products, which can be tested by the subliminal evaluative priming paradigm.2.Advertisements without humour have no more impacts on the positive attitudes to the brands than humour advertisements3.Humour advertisements can help to attract consumer's preference to the advertised products4.The implicit attitude changes caused by humour can affect consumers'purchase decision to the new product...