Department of Business Administration - MAPP, Aarhus University Aarhus C, Denmark.
Fisher College of Business, Ohio State University Columbus, OH, USA.
Front Psychol. 2014 Mar 25;5:212. doi: 10.3389/fpsyg.2014.00212. eCollection 2014.
In an attempt to discover new possibilities for advertising in uncluttered environments marketers have recently begun using ambient advertising in, for instance, bars and pubs. However, advertising in such licensed premises have to deal with the fact that many consumers are under the influence of alcohol while viewing the ad. This paper examines the effect of alcohol intoxication on attention to and memory for advertisements in two experiments. Study 1 used a forced exposure manipulation and revealed increased attention to logos under alcohol intoxication consistent with the psychopharmacological prediction that alcohol intoxication narrows attention to the more salient features in the visual environment. Study 2 used a voluntary exposure manipulation in which ads were embedded in a magazine. The experiment revealed that alcohol intoxication reduces voluntary attention to ads and leads to a significant reduction in memory for the viewed ads. In popular terms consuming one or two beers reduces brand recall from 40 to 36% while being heavily intoxicated further reduces brand recall to 17%.
为了在整洁的环境中寻找广告的新可能，营销人员最近开始在酒吧和酒吧等场所使用环境广告。然而，在这种许可场所做广告必须面对这样一个事实，即许多消费者在观看广告时受到酒精的影响。本文在两项实验中研究了酒精中毒对广告关注度和记忆的影响。研究 1 使用强制暴露操作，结果表明，酒精中毒会增加对徽标的注意力，这与精神药理学的预测一致，即酒精中毒会使注意力集中在视觉环境中更显著的特征上。研究 2 使用了一种自愿暴露的操作，在这种操作中，广告被嵌入在杂志中。实验表明，酒精中毒会减少对广告的自愿关注，并导致对所观看广告的记忆显著减少。通俗地说，喝一两杯啤酒会使品牌记忆从 40%下降到 36%，而严重醉酒会使品牌记忆进一步下降到 17%。
