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The research anchors on the viewpoint of " information processing " of the humanmind. By utilizing the method of ex- perimental design, under the condition of consumers facing with multiple brand advertisements from the same product category,ex-ploring the influence of " consumers processing goal of advert- isement","interference of valence between competing advertise- ments" ,and "existence of appropriate advertising retrieval cue" (categorized into 2*3*2 different conditions)on the advertising effects of "the consumers recollection of target advertising co-mmunication effect ( memory of advertising claims and cognitive reactions)"and "the
consumers evaluation to target brand" during the processes of the consumers exposurue and processing advertis- ing information causing the communication effect memory and
the retrieval of related information evaluating the brand under con- sideration. Key findings from the results are as follows: 1. If the consumers processing goal of advertisement is "brand
evalu- ation", the consumers recollection of the target
brand''s adver- tising claims is significantly better than
if " advertisement evaluation ". And Brand evaluating
consumers often carry a more positive attitude toward the
target brand and advertisement as opposed to advertisement
evaluating consumers.
2. Without the presence of a competing advertisement, the
consumers recollec- tion of the target brand''s advertising
claims is significantly more; If the target brand''s
advertisement is interfered by a competing advertisement
with equivalent valence, the consumers recollection of the
target brand''s advertising claims is sign- ificantly less. 3. Consumers exposed to advertisement retrieval cue recalls
significantly more of the target brand''s advertising claims
than consumers not exposed. Exposed consumers also carry a
more positive attitude toward the target brand and
advertise- ment as opposed to non-exposed consumers.
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