The Influence of Time Personality on the Persuasive Effect of Brainwashing Advertisements

Junfeng Liao, Junfeng Liao, Zhengyan Yang, Ying Pan, Chaohua Zhao

2022

Abstract

This paper discusses the persuasion effect of different time personality on brainwashing advertising, and analyzes the questionnaire by SEM, Draw the following conclusions: brand familiarity (pre advertising brand attitude) has a positive and significant impact on advertising cognitive response and brand cognitive response; advertising cognitive response has a positive and significant impact on brand cognitive response and advertising attitude; brand cognitive response and advertising attitude have a positive and significant impact on brand attitude; brand attitude has a positive and significant impact on purchase intention; advertising style and time Interpersonal personality plays a moderating role in the influence of brand cognition, advertising attitude and brand attitude on purchase intention.

Paper Citation

in Harvard Style

Liao J., Yang Z., Pan Y. and Zhao C. (2022). The Influence of Time Personality on the Persuasive Effect of Brainwashing Advertisements. In Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM, ISBN 978-989-758-593-7, pages 490-496. DOI: 10.5220/0011188200003440

in Bibtex Style

@conference{bdedm22,
author={Junfeng Liao and Zhengyan Yang and Ying Pan and Chaohua Zhao},
title={The Influence of Time Personality on the Persuasive Effect of Brainwashing Advertisements},
booktitle={Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,},
year={2022},
pages={490-496},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011188200003440},
isbn={978-989-758-593-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,
TI - The Influence of Time Personality on the Persuasive Effect of Brainwashing Advertisements
SN - 978-989-758-593-7
AU - Liao J.
AU - Yang Z.
AU - Pan Y.
AU - Zhao C.
PY - 2022
SP - 490
EP - 496
DO - 10.5220/0011188200003440