School of Business Administration, Huaqiao University, Quanzhou, Fujian, China.
PLoS One. 2024 Jun 10;19(6):e0302023. doi: 10.1371/journal.pone.0302023. eCollection 2024.
In the context of digital marketing, consumers often express aversion to perk advertisements yet find it challenging to resist the temptation and forward it, resulting in inconsistent attitudes and behaviors. This study, based on the Associative Propositional Evaluation model and the Confirmation Bias theory, utilizes event-related potential experiments to identify the interactive impacts of immediate rewards and information diagnosticity in advertisements on consumer attitude change in specific contexts. The research findings indicate that when rewards were present, information diagnosticity positively influences attitude change and the willingness to forward. However, when rewards were absent, the impact of information diagnosticity on attitude change and the willingness to forward is not significant, and neuroscientific evidence supports these findings. Theoretically, this study extends the research perspective on attitude change in online advertising contexts and broadens the application of the Associative Propositional Evaluation model in the field of consumer attitude change towards advertisements. In practice, this research holds significant guiding value for constraining platform manipulation of consumer cognitive behaviors, guiding the healthy development of platform economics, and promoting digital technology ethics.
在数字营销的背景下，消费者通常对赠品广告表示反感，但又难以抵制转发的诱惑，从而导致态度和行为不一致。本研究基于联想命题评估模型和确认偏差理论，利用事件相关电位实验，在特定情境下，确定广告中即时奖励和信息诊断性对消费者态度变化的交互影响。研究结果表明，当存在奖励时，信息诊断性会积极影响态度变化和转发意愿。然而，当没有奖励时，信息诊断性对态度变化和转发意愿的影响并不显著，神经科学证据支持这些发现。从理论上讲，本研究扩展了在线广告情境下态度变化的研究视角，并拓宽了联想命题评估模型在消费者对广告的态度变化领域的应用。在实践中，本研究对于约束平台对消费者认知行为的操纵、引导平台经济的健康发展以及促进数字技术伦理具有重要的指导价值。
