关键词: 信息呈现方式, 产品属性维度, 可接近性—可诊断性理论, 流畅性

Abstract: There is a matching effect in advertising persuasion, and information that matches product characteristics or target consumer characteristics is considered to be more influential. Based on the accessibility-diagnostic theory, this paper discusses the influence of the matching degree of product attribute dimension (vertical attribute and horizontal attribute) and information presentation mode (fuzzy presentation and accurate presentation) on advertising attitude in advertising communication. Through the analysis of second-hand data and scenario experiments, it is found that the degree of matching between the product attribute dimension and the information presentation method will positively affect the fluency of the consumer to process the advertisement information, that is, the fuzzy presentation of the vertical attribute information can positively influence the consumer's extraction. Fluency, accurate description of horizontal attribute information can positively affect the processing fluency of consumers, both of which will positively affect their advertising attitude. The important revelations from the research include: from the perspective of accessibility- diagnosticity, combining the information dimension of the advertising content with the presentation method, explaining the internal mechanism of the consumer in dealing with different dimensions of advertising information; Enterprises adopt differentiated publishing strategies for vertical and horizontal attributes of products, that is, fuzzy presentation for vertical attributes and accurate presentation for horizontal attributes, which can positively influence consumers' advertising attitudes.

Key words:  , information presentation mode, product attribute dimension, the accessibility- diagnosticity theory, fluency