結果發現，觀看中央路徑或週邊路徑訊息廣告的受測者，在品牌回憶度上，知覺促發效果都大於概念促發效果。中央路徑及週邊路徑廣告所產生的知覺促發效果及概念促發效果，在有品牌評估及沒有品牌評估的情況下，對受測者的品牌選擇皆無顯著的差別，表示廣告所產生的促發效果會影響消費者的記憶，但並不一定會進入消費者的購物考慮集合中。在消費者購買商品時，需要訊息提示才會使消費者從記憶中提取品牌的訊息，所以除了廣告的傳遞之外，仍需在賣場或商品陳列處，設置產品訊息的刺激與提示，以提升廣告效果進而影響消費者的選擇。 Advertisement is indispensable in the development society. For instance, the major function of advertisement is communication, which can transfer the products’ information to customers. Because of we need to face a variety of customers’ characteristic. Advertisement information makes impression to difference memories and results different priming effect to decision making. Priming was accessed through consumer’s memories. If we want to understand consumer’s decision process, we need to understand how the product information was received by consumer, they will reflect on consumer’s purchasing. This research going to apply priming effect of advertising exposure on consumer’s decision making. Selecting some frequent purchased product category by college students as our experiment products. According to different advertised exposure and different priming affected, we randomly divided participants into four experiment groups and two control groups. After removed explicit memory, we can measure priming effect of memory and brand choice effect accurately. We compared some participants who viewed some advertisement of central route and peripheral route. The memories had recalled by participants, we can found that perceptual priming effect was larger than conceptual priming effect. Evaluated brands by the central route or the peripheral route, advertising’s priming effect was not conspicuous different. The result is that priming effect will influence memory but not always influence consumer’s consideration set. When they purchase product, consumers need stimulation made them recall some information about brand from their memories. We need to arrange product at the right position or right place to influence consumer choice and stimulate consumer to enlarge advertising effect.
