گسترش زمان تبلیغات، فشرده سازی، و تأثیرات پردازش شناختی بر پذیرش پیام و برند توسط مصرف کننده

This article examines the nature of consumer process involvement and cognitive processing of advertising content as mediating variables between commercial message executions (e.g., broadcast time compression and expansion and using broadcast versus print media) on attitude and behavioral intentions. The article proposes a framework that builds on the prior work of Krugman, Wright, and MacInnis and colleagues; the framework includes hypotheses of an advertising execution and processing involvement interaction effect on cognitive processing of commercial messages and a substantial direct effect of cognitive processing on attitude and behavioral intention. The article includes details of an experiment testing hypotheses in the framework. The findings provide strong support of the hypotheses. Implications for advertising strategy include adopting a conservative view on the use of time compression in advertising commercials and nurturing low consumer processing involvement of commercial messages.

Two-hundred forty (240) students enrolled in two sections of principles of marketing at a large southwestern university volunteered for the study and received extra course credit for their participation. The respondents were evenly divided by gender (49.6% male, 50.4% female), were predominantly business majors (63.9%), averaged 21.1 years of age (with 88% between 19 and 22), and were mostly juniors (72%). Students were an appropriate population from which to draw for this study because they were expected to be the target market for the product presented in the message.n experiment was conducted to test whether speech rate, tempo, and/or mode of delivery affect audience responses. Respondents were exposed to one of six message delivery treatments of the same script—the control, or “normal” speech; one of the four experimental voice treatments: pause-compressed, pause-expanded, time-compressed, and time-expanded speech; and the read-to-oneself (not aloud)-only treatment—and then asked to complete a pencil and paper questionnaire. Table 1 shows the number of respondents assigned to each treatment condition. Responses measured in the experiment were the numbers, types, and proportions of cognitive and affective responses elicited; process involvement; attitudes toward the message itself, the speaker presenting the message (for speech stimuli), and the product in the message; behavioral intentions of purchasing and/or recommending the product to others, and the intended frequency of general and specific use of the product.

The findings in this article extend Krugman's (1965) proposition that process involvement affects the occurrence and nature of cognitive processing by consumers in exposure contexts of advertising messages. Process involvement mediates the influence of time and pause compression influences on cognitive processing of advertising messages within a broadcast medium. However, the findings do not support the view that a substantial process involvement main effect occurs for time and pause compression or expansion versus a normal speech rates; the findings support and extend Schlinger et al.'s (1983) general conclusion that temporal influences are “not very great” on attitude and intention outcome variables. Both pause compression and pause expansion may work well in increasing net positive cognitive processing of broadcast advertising in low but not high processing involvement contexts. Also, the findings support Wright's (1973) conclusions that cognitive processing responses mediate attitude and intention outcomes of advertising messages. The findings in the present article support Wright's proposition that Model B (∑i SAi −∑iCAi − ∑iSDi) positively affects attitude and intention outcome variables; the level of processing involvement does not have a substantial influence on these cognitive processing and attitude/intention outcomes. The findings support the rather complex contingent modeling propositions that MacInnis et al. (1991) offer and Friestad and Wright (1994) suggest. MacInnis et al. (1991, p. 46–47) stress that investigating “mediational roles” of consumer cognitive processing variables is critical because a consumer's “(1) MOA [motivation, opportunity, and ability] in the typical exposure setting is often low, (2) executional cues are controllable aspects of ad design, and (3) enhancing MOA in ads can produce enduring brand attitudes and memories.” Evidence here supports all three points and serves to advance a contingent theoretical view of how consumer cognitive processing mediates variations in advertising execution cues in influencing attitudes and behavioral intentions.