Media multitasking advertising slogan

Our research model investigates the following hypotheses: H1: An atypical (i.e., visual) advertising slogan increases the salience of manipulative intent in media multitasking situations as compared to a typical (i.e, audiovisual) advertising slogan. H2: The salience of manipulative intent mediates the influence of advertising slogans on consumers’ attitudes toward the brand featured in the ad; increased levels of salience of manipulative intent lead to a decrease in brand attitude. We simulated a media multitasking situation in a controlled laboratory experiment by asking participants to simultaneously browse an internet website and watch a television program (one-factor (two-level) between-subjects design). The two experimental conditions were created by manipulating the typicality of the TV advertising slogan based on its sensory modality. While the visual slogan represented the atypical condition, the audiovisual slogan was used for the typical condition. A group of 70 non-student participants was obtained through convenience sampling (53% female, Mage = 24.73). H1 was tested with an ANCOVA (attention allocation used as covariate). H1 and H2 were tested with a mediation analysis (a sensory modality dummy was the independent variable; the salience of manipulative intent was the mediator, and brand attitude the dependent variable; attention allocation served as covariate).本研究模型针对如下研究假设展开探究： 假设1：相较于典型（即视听结合型）广告标语，非典型（即视觉型）广告标语会在媒体多任务（media multitasking）场景中提升广告操控意图显著性（salience of manipulative intent）。 假设2：广告操控意图显著性会在广告标语对消费者针对广告中所宣传品牌的态度的影响中发挥中介作用；广告操控意图显著性水平的提升会导致品牌态度的下降。 本研究通过控制实验室实验模拟了媒体多任务场景：要求被试同时浏览网页与观看电视节目，实验采用单因素两水平被试间设计。本研究通过基于感官模态操控电视广告标语的典型性，设置了两种实验条件：视觉型标语对应非典型条件，视听结合型标语对应典型条件。本研究通过便利抽样招募了70名非学生被试，其中女性占比53%，平均年龄为24.73岁。 假设1通过协方差分析（ANCOVA，Analysis of Covariance）进行检验，以注意分配作为协变量。假设1与假设2通过中介效应分析进行检验：以感官模态虚拟变量作为自变量，广告操控意图显著性作为中介变量，品牌态度作为因变量，注意分配作为协变量。