The Role Of Information Form On Consumer’s Attitude And Behavior Intention

Nowadays, marketers are faced with two big challenges: one is informationhomogeneity, the other one is consumer’s rising power. Marketers always try the best toimprove the content of the marketing information and sell the best strengths of theproducts. However, the pieces of information lost in the trend of homogeneousinformation and consumers refused to listen to marketers. The form of the informationis as important as the content of the information. Information in a narrative form may bedifferent from the other forms and may have an influence on consumers’ attitude andbehavior intention.An experiment was used to examine the role of information form (narratives andlists) on consumers’ attitude and behavior intention. Two groups of participants readstwo different kind of materials, one is in a narrative form, which was a series of eventsconnected by characters, time and plot, the other one is in a list form, which is the list ofthe facts without any characters, time conjunction words and plot. The experimentimitated designs of western scholars and aimed to test the effects of narratives inChinese. This research supplied Chinese researches on advertising narrative, becausemost of them were interpretative not empirical and focused on skills of narratives ratherthan effects.The research found that the forms of information had an influence on consumers’behavior intention when consumers had high motivation and were unfamiliar to theproducts. Participants were more likely go to Bali Island who read brochures in thenarrative form than the list form. And the forms of information had an influence onconsumers’ perception of their own knowledge about products. Participants thoughtthey knew more about Bali Island who read brochures in the narrative form than the listform. And the research also found that attitude toward information and attitude towardbrand had significant positive correlation.By analyzing the concept of information in a narrative form and testing its effects,the research was able to give reliable and doable suggestions toward design ofmarketing information. The suggestion is that marketers can use narratives especiallyfor the tourism products and can consider narratives as alternative when it comes toother kinds of products.