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

2016 Fiscal Year Final Research Report

• 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
• 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

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.

Free Research Field

マーケティング・コミュニケーション