Investigation of synergy effects of multiple media based on encoding variability theory

Research Project

Project/Area Number	23730407
Research Category	Grant-in-Aid for Young Scientists (B)
Allocation Type	Multi-year Fund
Research Field	Commerce
Research Institution	Komazawa University
Principal Investigator	NAKANO Kaori 駒澤大学, 経営学部, 准教授 (20434269)
Project Period (FY)	2011-04-28 – 2017-03-31
Project Status	Completed (Fiscal Year 2016)
Budget Amount *help	¥4,160,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥960,000) Fiscal Year 2013: ¥2,470,000 (Direct Cost: ¥1,900,000、Indirect Cost: ¥570,000) Fiscal Year 2012: ¥390,000 (Direct Cost: ¥300,000、Indirect Cost: ¥90,000) Fiscal Year 2011: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Keywords	メディア / 広告 / 相乗効果 / 順序効果 / マーケティング / マーケティング・コミュニケーション / 商学 / クロスメディア / 符号化変動性仮説
Outline of Final Research Achievements	The purpose of this study is to examine synergy effects of multiple media based on encoding variability hypothesis. This study compared the attitude after multiple media and single media exposure through experimental method. The results demonstrated that multiple media(CM-web, print advertising-web) leads to significantly higher purchase intention than single media(web). Subsequently, we focused on communication from company sources and communication from noncompany sources. In the combination of advertising and negative product review, synergy effects and effects of exposure sequence were confirmed.