Exploring the Impact of Interruptions in Consumer Information Processing on Advertising Effectiveness

2022 Fiscal Year Final Research Report

• Project/Area Number: 21K20119
• Research Category: Grant-in-Aid for Research Activity Start-up
• Allocation Type: Multi-year Fund
• Review Section: 0107:Economics, business administration, and related fields
• Research Institution: Otaru University of Commerce
• Principal Investigator: TADA REI 小樽商科大学, 商学部, 准教授 (00908288)
• Project Period (FY): 2021-08-30 – 2023-03-31
• Keywords: マーケティング / 消費者行動 / 購買意思決定 / コミュニケーション

Outline of Final Research Achievements

The purpose of this study is to examine the effect of interruptions in consumer information processing on advertising effectiveness. First, the fundamental results indicated that the inconsistency between brand identity and brand image was a major marketing issue.Second, we developed a scale to measure the amount of information processing interruptions, taking into a practical perspective. As interruptions could be divided into multiple types, we also explored the relationship between information processing patterns and media use behavior, and the relationship between their patterns and advertising effectiveness. Finally, we proposed a consumer state change model that was useful when planning advertising strategies. This study contributes to the field of marketing and consumer behavior research by examining the interruptions of information processing, which have not been studied extensively.

Free Research Field

商学

Academic Significance and Societal Importance of the Research Achievements

消費者情報処理の中断は認知プロセスの規定要因として1970年代以降注目されてきたが、研究自体は大きく進展していなかった。それらの概念をマーケティングや消費者行動の研究領域に応用できたため、学術的意義は大きい。また、本研究は広告戦略の立案時に留意すべき点を明らかにした。ブランドにおけるアイデンティティとイメージの乖離を埋める役割が広告コミュニケーションに求められており、情報処理の中断はポジティブな広告効果をもたらすことから、中断を戦略的に活用できる可能性が示された。非連続的な情報処理が行われやすい現代社会において、中断の重要性を提案できたことによる社会的意義も大きい。