广告的醒目性程度、受干扰程度与呈现环境对消费者信息加工模式的影响

广告可以通过受众的自动化加工和控制性加工2条途径为品牌价值的建立作出贡献，运用加工分离程序，探讨了在不同传播环境中，受众对不同酷暑目性程度的广告的信息加工模式，结果发现：（1）在广告传播的环境中，高醒目度不仅引起了更多的控制性加工，也引起了更多的自动化加工；（2）传播环境中的干扰性因素主要抑制了控制性加工，但对自动化加工没有显著影响；（3）环境因素主要与自动化加工有关，良好的传播氛围对广告信息加工具有启动作用。

Effects of Ad;s Salience Interfernce and Communicarion Environment on the Mode of Consumer Information Processing

The brand equity can be established through both automatic and controlled process of the ad. Process Dissociation Procedure is used to test consumer's information process mode for ad. of different salience under different communication environment. The results show: (1) in the communication environment, salient ad. aroused more automatic and controlled processing at the same time; (2) interference mainly inhibited controlled process, while automatic process varies insignificantly at different level; (3) environment factors mainly have relationship with automatic processing, good communication environment will prime the information processing of the ad..