基于评价性条件反射效应的病毒式广告双信息加工机制研究

Viral advertisement is a sort of efficient and cheap non-traditional advertisement that relies on interpersonal sharing to spread a brand. It has amplitude potential application due to the current business environment of the scarcity of media resources, huge advertising demands, large web-population, rise of social media and high proportion of web sharing. However, although the viral advertising has received highly attention, theoretical researches are still in its beginning stages. Due to viral advertisement need to achieve double goals of attracting sharing and promoting brand at the same time, unlike the traditional advertisement, it has dual information structure which determines the uniqueness of its information processing. Based on evaluative conditioning theory, this project aims to depth explore multiple information processing theories of viral advertising involve to positive and negative processing, associative and non-associative processing, pre- and post-conditions processing as well as the independent and integrated processing by using empirical research. Moreover, the project also intends to analyze the antecedents, consequences and moderators of the information processing and final propose related management strategies. Generally, based on psychology and social psychology theories, the project will produce theoretical contributions in the fields of evaluative conditioning and vial advertising information processing, and tries to explore the function of mechanisms of viral advertising from a new perspective of dual information processing, after then, the project intends to provide theoretical guidance for viral ads design, seed strategy and integrated marketing communication.

病毒式广告是依靠人际分享来传播品牌信息的、廉价高效的非传统广告，它在当前媒体资源稀缺、广告需求庞大、网络人口众多、社会化媒介兴起、分享行为成风的环境下潜在应用空间巨大。但是，尽管病毒式广告受到高度关注，理论研究尚处于起步阶段。 病毒式广告需同时达到吸引分享和品牌推广的双重目标，因而它具有与传统广告不同的双重信息结构，这也决定了其信息加工机制的独特性。本项目拟以评价性条件反射理论为基础，采用实证研究的方法深入探索病毒式广告的正向和反向加工、关联和非关联加工、前置和后置加工、独立和整合加工等多种信息加工机制，分析其信息加工的驱动前因、行为后果和调节因素，进而研究病毒式广告的管理策略。本项目拟结合心理学和社会心理学，在评价性条件反射和病毒式广告信息加工两个方面产生理论贡献，并从双重信息加工的新视角探索病毒式广告产生作用的机理，进而为企业的设计制作、种子投放和整合传播提供理论指导。

病毒式广告是依靠人际分享来传播品牌信息的、廉价高效的非传统广告，它在当前媒体资源稀缺、广告需求庞大、网络人口众多、社会化媒介兴起、分享行为成风的环境下潜在用空间巨大。本项目聚焦在消费者对病毒广告的信息加工上，重点研究了评价性条件反射理论在病毒广告信息加工中的应用，病毒广告信息加工的驱动前因、信息加工过程、信息加工的调节因素，以及信息加工的后果等方面。我们进行了13项研究，完成了30335个研究样本，在国际期刊上已经发表论文5篇，出版了专著3部，培养学生9名。. 本项目的研究结果表明，专业的病毒广告并不一定能够获得很好的消费者反应，新颖和有趣的病毒广告更容易获得人际之间的传播。企业家的社交媒体发言有病毒广告的特征，无论他们在社交媒体上的发言是否与企业经营相关，均会对企业的品牌形象有显著的影响。消费者熟悉的品牌不适合进行病毒广告，在病毒广告的设计时也不应让品牌信息与内容之间有过强的关联性。情感类的病毒广告与趣味类的病毒广告有着不同的信息加工机制，情感类的病毒广告更趋向于自我的表达，趣味类的病毒广告更趋向于社会的表达。本项目的研究的主要学术贡献体现在对病毒广告的人际传播的影响因素进行了探索，对企业家、体育明星等发言的病毒传播特征进行了探索，对品牌熟悉、关联程度、情感或趣味等调节因素进行了探索，这些研究问题是以往的研究尚未获得研究结论的研究问题。