從時間距離和消費者自我調管理論出發考察不同時間距離廣告的廣告策略及其對消費者廣告態度和品牌態度的影響。發現消費者在接觸遠期廣告時會對廣告產品產生更多的主要屬性聯想,同時對強調產品主要屬性的遠期廣告比強調次要屬性的遠期廣告具有更顯著的偏好,并且防御定向的消費者表現得更為顯著;當消費者接觸近期廣告時會對廣告產品產生更多的次要屬性聯想,對強調產品次要屬性的近期廣告比強調主要屬性的近期廣告具有更顯著的偏好,并且促進定向的消費者在這一點上表現得更為顯著。

To improve the efficacy of advertising,more and more companies are beginning to advertise products before their launch.Hence studying distant-future advertising and its strategies is very important.This study analyzes the persuasive effect of different temporal distance advertising strategies based on time distance and consumer self-regulation theories.The study found that consumers tend to generate different attribute associations when facing different temporal distance advertising strategies.Consumers focus more on main attributes of the products when they face distant-future advertisements.On the contrary,consumers focus more on secondary attributes of the products when they facing near-future advertisements.