広告の循環的反応モデルにおける熟成効果の測定
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概要
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This research is empirically showing the validity of a circulating response model on advertising effectiveness. The model proposed in this paper is unique in the following points. First, it indicates that the responses of consumers to advertising are not linear, but circulating. Another point is, it embodies the idea that attitude of consumers towards the advertisement has effects on not only one specific stage but also in various stages of cognitive responses to advertising. Furthermore, this research proposes a way which numerically expresses the effect of ripening caused by the circulating process of response to advertising.