News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing
Qinglong Du1, Yanxia Yang1, Ying Liu2
1School of Economics and Management, Southwest University of Science and Technology, Mianyang, China.
Frontiers in Psychology
|December 6, 2021
Summary
News feed advertising boosts positive advertising and brand attitudes compared to traditional ads. Consumer experience influences interpretation, impacting brand attitude stability, especially for new products.
Area of Science:
- Marketing and Consumer Behavior
- Digital Advertising Strategies
- Psychology of Advertising
Background:
- This study investigates the differential impacts of news feed advertising versus traditional display advertising on consumer attitudes.
- An observational experiment, categorizing participants by past brand experiences, was employed to analyze these effects.
- The research specifically examined video advertisements for the "Li Ning" brand.
Discussion:
- News feed advertising demonstrates a superior capacity in fostering positive advertising and brand attitudes when contrasted with traditional display advertising.
- The mechanisms for attitude generation and transmission align with classical information processing models, indicating consistent information processing across both advertising formats.
- Consumer brand experience significantly mediates the interpretation process, influencing the overall impact of advertising on brand attitude.
Key Insights:
- News feed advertising yields more favorable advertising and brand attitudes than traditional display ads.
- Information processing for both ad types is consistent with established models, with attitude generation and transmission mechanisms applicable.
- Consumer experience moderates the interpretative pathway, highlighting news feed advertising's potential for new product promotion and market development.
Outlook:
- News feed advertising shows promise for driving customer acquisition and market expansion, particularly for new products.
- However, sustained positive brand attitude requires not only attention but also enhanced consumer experience.
- Further research can explore refining news feed advertising strategies to ensure long-term brand loyalty and stable consumer attitudes.
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