Abstract
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.
Funder
Humanities and Social Science Fund of Ministry of Education of China
National Planning Office of Philosophy and Social Science
Publisher
Public Library of Science (PLoS)
Reference84 articles.
1. How marketing perks influence word of mouth;M Lisjak;Journal of Marketing,2021
2. Nudging and choice architecture: Ethical considerations;CR Sunstein;Yale Journal on Regulation, Forthcoming,2015
3. Online manipulation: Hidden influences in a digital world;D Susser;Geo L Tech Rev,2019