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The Effects of Social Identification in the Context of Incidental Ad Exposure

出版	Washington State University, 2001
URL	http://books.google.com.hk/books?id=CyzHNwAACAAJ&hl=&source=gbs_api

註釋This study integrates the theories of social identity and unconscious processing to investigate the potential influence of unattended ads. Many consumers claim that they are exposed to so many advertisements that they rarely pay attention to them. Research, however, has indicated that even if readers do not pay attention to ads surrounding articles, the ads are processed unconsciously and can have a cognitive and affective influence on future responses. Recent advances in research on unconscious processing have found that unconscious processing can include a semantic analysis of ads that includes the development of deeper meanings and associations related to cues in the ad. This study capitalizes on such an analysis by investigating if activating a social identity in an ad encourages unconscious elaborations and associations, resulting in favorable cognitive and affective determinations for brands paired with that activation. A social identity is a self-conceptualization that comes from acknowledging oneself as a member of a social group and all the meanings and values that are associated with that group. The social groups selected for this study include gender and age cohorts.