Chebat J C, Limoges F, Gélinas-Chebat C
Ecole des HEC, Montréal, Qc, Canada.
Percept Mot Skills. 1997 Oct;85(2):479-90. doi: 10.2466/pms.1997.85.2.479.
Since depth of information processing, as defined by MacInnis and Jaworski in 1989 has been shown to influence the strength of the relation between the intent to purchase and the attitudes toward the advertisement, this paper focused on the interactive effects of three antecedents of information processing, arousal, circadian orientation, and time of day (Morning vs Evening). Analysis indicated that deeper information processing is reached by 65 morning-oriented consumers who are exposed to advertisements in the morning and by 52 relaxed consumers who are exposed to advertisements in the evening. Theoretical explanations and managerial implications are proposed.
自1989年麦金尼斯和乔沃斯基所定义的信息处理深度已被证明会影响购买意愿与对广告态度之间关系的强度以来，本文聚焦于信息处理的三个前因（唤醒、昼夜取向和一天中的时间（上午与晚上））的交互作用。分析表明，65名上午取向的消费者在上午接触广告时以及52名放松的消费者在晚上接触广告时能进行更深层次的信息处理。本文还提出了理论解释和管理启示。
