Consumer's Power And Advertisement Information Processing

Recently,advertising psychology begins to take the respective of information processing to explore the internal mechanism of consumer behavior.The individual difference of consumers has a profound influence on the advertising information processing.As an important individual difference,power,which refers to the perception of one's capacity to influence others,may also play a significant role in advertising information processing.Studies using varied measures of power and social judgment consistently show that elevated power is associated with more automatic,less complex styles of reasoning,whereas reduced power increases controlled information processing,deliberation,and the complexity of thought.Researchers have found confidence can be a mediator between power and advertising information processing.Elevated general confidence leads to more dependent on intuition,which in turn decreases their attention to persuasive messages and their recall.Power does not equal a negative effect on information processing.The situated focus theory of power argues that power leads to situated behavior driven by the prioritization of salient goals and constructs.At the cognitive level,power affords flexibility and the use of selective processing strategies that focus on the desires,affordances,and aims deemed relevant in a given context while neglecting irrelevant ones.While researches lacks focus on product feature dimensions,product involvement,which refers to the potential value and potential risks of the product,is introduced into the product variables,and expected as a possible moderator in the relationship between power and advertising information processing in this study.While previous studies have explored the processing of information from the encoding,intentional retrieval of information processing and the process of intentional extraction,this study will introduce process-dissociation procedure to explore the explicitly controlled process and implicitly automatic process of information processing.This research used college students as subjects to explore the influence of power on explicitly controlled processing and implicitly automatic processing,as well as the moderating effect of product involvement and the mediating effect of self-confidence.With the method of episodic recall and process-dissociation procedure,we conducted two pre-experiments and two formal experiments.While the pre-experiments were conducted to make materials of different product involvement,the formal experiments were conducted to explore the mediating effects of self-confidence between power and advertisement information processing within different product involvement.The results showed that(1)the powerless consumers promote explicit control of processing,while the powerful consumers inhibit implicit automation processing.(2)product involvement was a moderator between power and automatic processing level.Power have a significant negative effect towards automatic processing while watching advertisements of low product involvement and no significant difference in other contexts.(3)when processing high product involvement advertisements,self-confidence does not have a significant mediating effect and the effect exists when consumers recall low product involvement.