THE EFFECT OF ADVERTISEMENT EXPOSURE AND BRAND MATURITY ON THE MODE OF INFORMATION PROCESSING
广告频率和品牌成熟度对信息加工模式的影响

We used the process dissociation procedure to examine consumers' information processing in relation to brand maturity and ad exposure frequency. The results showed that, under the divided-attention condition, mature brands elicited more automatic processing than new brands. The controlled processing did not vary significantly across different brand maturity levels. Under the low-involvement-learning condition, repetition was found to facilitate both automatic and controlled processing. One implication for marketing managers is that, even under a non-attending condition, consumers may retain ad information through automatic processing.