Abstract: In the Mobile Internet Era, advertising scenes are becoming more dynamic and fragmented. The spatial characteristics of consumers will affect the effect of different news feed advertising expression types on mobile media. However, the current literature lacks sufficient research on how spatial characteristics affect the effect of news feed advertising. Taking“ social crowding" , the most common spatial feature experienced by Chinese consumers, as the object, this paper explores the matching effect between social crowding and news feed advertising types through two field experiments and two laboratory experiments based on the Dual-Process Theory. The results show that people in socially crowded environments will prefer ads which have emotional appeals and horizontal attributes; in a less crowded environment, the advertising effect of rational appeals and vertical attributes is better.

Key words: news feed advertising , social crowding , Dual-Process Theory , information processing fluency, matching effect