The Influence of Time Personality on the Persuasive Effect of

Brainwashing Advertisements

Junfeng Liao

1,2

, Zhengyan Yang

, Ying Pan

and Chaohua Zhao

Department of Electronic Business, South China University of Technology, Guangzhou, Guangdong, China

College of Economics and Management, Kashi University, Kashi, Xinjiang, China

Beijing chalk tianxia education technology co., ltd. Beijing, China

Keywords: Time Personality, Brainwashing Advertising, Purchase Intention, Brand Cognition.

Abstract: This paper discusses the persuasion effect of different time personality on brainwashing advertising, and

analyzes the questionnaire by SEM, Draw the following conclusions: brand familiarity (pre advertising brand

attitude) has a positive and significant impact on advertising cognitive response and brand cognitive response;

advertising cognitive response has a positive and significant impact on brand cognitive response and

advertising attitude; brand cognitive response and advertising attitude have a positive and significant impact

on brand attitude; brand attitude has a positive and significant impact on purchase intention; advertising style

and time Interpersonal personality plays a moderating role in the influence of brand cognition, advertising

attitude and brand attitude on purchase intention.

1 INTRODUCTION

The core of advertising is "creative." Research shows

that advertising has a positive effect on corporate

performance in the long run, and can also expand its

brand effect (Huang 2018). Therefore, more and more

enterprises are trying to make their products and

services stand out in the fierce homogeneous

competition through a large amount of investment in

advertising. However, in the early years, there

appeared a batch of "brainwashing" TV commercials

that used "violent repetition" without creativity and

innovation, which left a deep impression on viewers

and brought huge profits to the products they

promoted. Although the survey shows that most

people are disgusted with repetitive "brainwashing"

advertisements, the above advertisements still bring

substantial growth in product sales and significant

increase in website popularity and visits. In China's

advertising environment, brainwashing advertising

does not necessarily have a negative impact on brand

image, and to a certain extent can still cause sales

growth to achieve the effect of advertising (Li 2019).

However, in today's precision marketing

environment, it is not suitable for enterprises to

simply use brainwashing advertising strategy and

"violent repetition" means to put circular advertising

images and advertising words into the minds of all

audiences. Because potential consumers have

different time personalities, that is, their time insight,

time urgency, time consciousness and time

motivation are also different, brainwashing

advertisements may also produce different persuasive

effects for consumers with different time

personalities. From the past achievements of

brainwashing advertising and the research on the

influence of existing brainwashing advertising on

brand image, brainwashing advertising is not

undesirable. However, in order to achieve precise

marketing and rationally allocate resources, the first

thing to do is to accurately place advertisements, and

then it is very important to find potential consumers

who can accept brainwashing advertising.

Therefore, this research is based on the

application of TRA's model theory and advertising

persuasive effect model to clarify the current research

status of time personality, the characteristics of

brainwashed advertising, and accurately identify

these potential consumers. Secondly, based on the

comparative research results of the difference

between the persuasive effect of brainwashing

advertising and non-brainwashing advertising, it

provides marketing method recommendations for

advertising investment in commercial activities.

490

Liao, J., Yang, Z., Pan, Y. and Zhao, C.

The Inﬂuence of Time Personality on the Persuasive Effect of Brainwashing Advertisements.

DOI: 10.5220/0011188200003440

In Proceedings of the International Conference on Big Data Economy and Digital Management (BDEDM 2022), pages 490-496

ISBN: 978-989-758-593-7

2 MATERIALS AND METHODS

2.1 Attitude and Cognitive Response

before Advertising

According to Lutz (1977) and other scholars' theory,

brand attitude before advertising will affect

consumers' brand cognitive response, and brand

attitude before advertising may even have an impact

on advertising cognitive response or attitude. Thus,

we propose: H1a：brand attitude before advertising

has a significant positive impact on advertising

cognitive response. H1b: brand attitude before

advertising has a significant positive impact on brand

cognitive response.

2.2 Advertising Cognition Response

and Brand Cognition

Advertising persuasion refers to the process that

consumers understand and accept the content of

advertising information that advertisers intend to

send out (Richard 1977). In the extension of the two

mediating hypothesis model of advertising

persuasion, consumers' cognition of advertising

affects their advertising attitude, which in turn affects

their brand cognition and brand attitude, and the

hypothesis that advertising cognitive response will

affect brand cognitive response has been confirmed

(Cai 2016). Thus, we propose: H2: advertising

cognitive response has a significant positive impact

on brand cognitive response.

2.3 Brainwashing Advertising and

Cognitive Response

In the process of advertising, repetitive brainwashing

advertising and elegant non-brainwashing advertising

will make consumers have different cognitive

reactions to advertising and the corresponding brand.

Advertising will affect consumers' purchase intention

through emotion and cognition (Meng 2019). Thus,

we propose: H3: Advertising style has a significant

positive impact on advertising cognitive response.

H4: Advertising style has a significant positive

impact on brand cognitive response.

2.4 Cognitive Response and

Post-advertising Attitude

According to the affective transfer hypothesis,

advertising attitude influences individual behavior

intention through brand attitude (Scott 1986).

Combined with the double mediation model, we

propose: H5: advertising cognitive response has a

significant positive impact on advertising

attitude. H6:

brand cognitive response has a significant positive

impact on brand attitude. H7: advertising attitude has

a significant positive impact on brand attitude.

2.5 Brainwashing Advertising and

Post-advertising Attitude

In the process of accepting advertisements,

consumers may have different cognitive reactions to

brainwashing advertising and non-brainwashing

advertising, and cognitive response will affect

consumers' attitudes. Thus, we propose: H8:

advertising style has a significant positive impact on

consumer's advertising attitude. H9: advertising style

has a significant positive impact on consumer brand

attitude.

2.6 Post-advertising Attitude and

Behavioral Intention

According to the rational behavior theory (TRA),

consumer attitudes affect their behavior. Drawing on

the assumptions of cognitive response and post-

advertising attitude, thus, we propose: H10: post-

advertisement attitude has a significant positive

impact on purchase intention. H11: post-advertising

brand attitude has a significant positive impact on

purchase intention.

2.7 Brainwashing Advertising and

Behavioral Intention

Different advertising styles affect consumers'

cognition of advertising content, information

reception and emotional attitude towards advertising,

thus affecting consumers' purchase intention. H12:

advertising style has a significant positive impact on

purchase intention.

2.8 The Regulating Effect of Time

Personality

Time personality can control the individual's

response to time-related situations. Because

The Inﬂuence of Time Personality on the Persuasive Effect of Brainwashing Advertisements

491

brainwashing advertising is a video advertising with

time length, when consumers receive advertising

information, their time personality may have an

impact on it. This paper selects four dimensions of

linear economic time, time orientation, time

compliance and time duration to describe consumers

' time personality. Thus, we propose:

1) the influence of linear economic time on the

persuasive effect of brainwashing advertising

H13a There is a significant difference in

consumers' advertising cognitive response between

economic time and non-organized time when they

accept brainwashing advertising.

H13b There is a significant difference in

consumers' brand cognitive response between

consumers in economic time and non-organized time

when they accept brainwashing advertising.

H13c There is a significant difference in

consumers' advertising attitude between economic

time and non-organized time when they accept

brainwashing advertising.

H13d There is a significant difference in

consumers' brand attitude between economic time

and non-organized time when they accept

brainwashing advertising.

H13e There is a significant difference in

consumers' purchase intention between economic

time and non-organized time when they accept

brainwashing advertising.

2) the influence of time orientation on the

persuasion effect of brainwashing advertising

H14a There is a significant difference in

consumers' advertising cognitive response between

the past trend and the future trend when they accept

brainwashing advertising.

H14b There is a significant difference in

consumers' brand cognitive response between the

past trend and the future trend when they accept

brainwashing advertising.

H14c There is a significant difference in

consumers' advertising attitude between the past

trend and the future trend when they accept

brainwashing advertising.

H14d There is a significant difference in

consumers' brand attitude between the past trend and

the future trend when they accept brainwashing

advertising.

H14e There is a significant difference in

consumers' purchase intention between the past trend

and the future trend when they accept brainwashing

advertising.

3) the influence of time compliance on the

persuasive effect of brainwashing advertising

H15a There is a significant difference in

consumers' advertising cognitive response between

time compliance and time-anxious consumers when

they accept brainwashing advertising.

H15b There is a significant difference in

consumers' brand cognitive response between time

compliance and time-anxious consumers when they

accept brainwashing advertising.

H15c There is a significant difference in

consumers' advertising attitude between time

compliance and time-anxious consumers when they

accept brainwashing advertising.

H15d There is a significant difference in

consumers' brand attitude between time compliance

and time-anxious consumers when they accept

brainwashing advertising.

H15e There is a significant difference in

consumers' purchase intention between time

compliance and time-anxious consumers when they

accept brainwashing advertising.

4) the influence of time duration on the persuasive

effect of brainwashing advertising

H16a There is a significant difference in

consumers' advertising cognitive response between

time-tough and fast-returning consumers when they

accept brainwashing advertising.

H16b There is a significant difference in

consumers' brand cognitive response between time-

tough and fast-returning consumers when they accept

brainwashing advertising.

H16c There is a significant difference in

consumers' advertising attitude between time-tough

and fast-returning consumers when they accept

brainwashing advertising.

H16d There is a significant difference in

consumers' brand attitude between time-tough and

fast-returning consumers when they accept

brainwashing advertising.

H16e There is a significant difference in

consumers' purchase intention between time-tough

and fast-returning consumers when they accept

brainwashing advertising.

Figure 1: Research models.

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492

3 RESEARCH DESIGN

3.1 Research Object

This study selects the Internet brand "boss direct

employment network" as the experimental material.

"Boss direct employment" is a recruitment tool for

employers and job seekers to chat and communicate

directly under the brand. Its platform covers

mainstream cultural media, Internet companies,

finance, real estate and other industries. According to

the video advertising characteristics of the "boss

direct employment" brand adopted in this study, the

following criteria are followed when selecting the

respondents: the respondents themselves or their

relatives and friends may need to apply for a job now

or in the future, pay attention to and understand the

job information, so as to ensure the accuracy and

authenticity of the collected data.

3.2 Questionnaire Design and Data

Collection

This questionnaire is divided into seven parts: the

first part is the basic information of the sample. The

second part is about the evaluation of consumers'

attitude before advertising, which is measured by

Algesheim (2005) brand familiarity scale. The third

part is the broadcast of online video ads. the

respondents need to watch a 15s video ad in the

questionnaire. The video ads embedded in volume A

are brainwashing ads, and volume B are non-

brainwashing ads. The fourth part is about the

evaluation of consumers' cognitive response in the

advertising process, namely, advertising cognitive

response and brand cognitive response. The fifth part

is about the evaluation of consumers' post advertising

attitude, namely advertising attitude and brand

attitude. The sixth part is about the evaluation of

consumer behavior intention, namely purchase

intention. The above three parts all refer to the scale

of CAI Peier (2016) which studies the brand

persuasion effect under Internet video patch

advertising. The seventh part is the evaluation of

consumer's time personality, which adopts the Likert

seven scale proposed by usunier.

225 questionnaires were collected in the pre-test,

and the Cronbach's alpha less than 0.5 was deleted. A

total of 700 questionnaires were collected and 584 of

them were valid, including 289 in volume a and 295

in volume B. the effective rate was 83.4%.

4 RESULTS & DISCUSSION

The Cronbach's α value of the overall reliability of the

questionnaire is 0.929, and the α value of each

variable of the questionnaire is greater than 0.8. The

kmo values of volume a and volume B were 0.933

and 0.922 respectively. In Bartlett spherical test, the

significance probability was 0.000, which met the

condition of factor analysis. Principal component

analysis and Kaiser standardized orthogonal rotation

method were used for factor analysis. Four common

factors were extracted by principal component

analysis. The cumulative contribution rates of

common factors were 72.567% and 68.134%

respectively. The common factors extracted could

explain the variables better. The number of factors

after orthogonal rotation is less than the number of

variables assumed in the model, but the factor load is

all greater than 0.4, almost no double load situation,

indicating that the scale has good construction

validity. In addition, the model x2 / DF = 3.114, GFI

= 0.942, RMSEA = 0.086, NFI = 0.876, CFI = 0.912,

RFI = 0.859, TLI = 0.900, PNFI= 0.765, PCFI =

0.800) shows that the model has good fitting effect

and is suitable for subsequent analysis.

4.1 Main Effect Test

The path coefficient of the overall model

standardization is shown in the figure, and H1a, H1B,

H2, H5, H6, H7 and H11 are all verified. Brand

familiarity (brand attitude before advertising) has a

significant positive impact on advertising cognitive

response and brand cognitive response; consumers'

brand cognition and advertising attitude are

dependent on the level of advertising cognitive

response. If the advertising design is complex and

consumers' advertising cognitive response is low,

then consumers' cognition and advertising attitude to

the brand will be poor, which will lead to consumers'

dissatisfaction Brand attitude and purchase intention

also decreased.

Figure 2: Results of testing hypotheses for the total sample.

The Inﬂuence of Time Personality on the Persuasive Effect of Brainwashing Advertisements

493

4.2 The Difference of Persuasion Effect

between Brainwashing and Non-

Brainwashing Advertisements

In this paper, independent sample t-test method is

used to verify whether the persuasion effect of

different advertising styles is different. The results

are shown in Table 1. H4, H8, H9 and H12 are

verified. Brainwashing advertising has a more

significant positive impact on brand cognitive

response and advertising attitude. Non- brainwashing

advertising has a more significant positive impact on

brand attitude and purchase intention. There is no

significant difference between the two types of

advertising cognitive response. H3 is not valid.

Therefore, in order to achieve the final sales goal,

enterprises should invest more in non-brainwashing

advertising.

Table 1: Persuasion Effect of Brainwashing and Non-

Brainwashing Advertisements.

Mean

difference

Standard

erro

Cad 1.646(0.1000) 0.0099 0.0060

Cb 22.551***(0.0000) 0.1323 0.0059

Aad 8.920***(0.0000) 0.0439 0.0049

Ab -14.498***(0.0000) -0.1055 0.0073

PI -18.568***(0.0000) -0.1501 0.0081

*** means significant at the level of 0.1%

4.3 The Effect of Time Personality on

Persuasion of Brainwashing

Advertisements

As shown in Table 2, there is a more significant

positive effect of economic time consumers'

cognitive response to brainwashing advertising, and a

more significant positive effect of non-organizational

time consumers' attitude to brainwashing advertising.

H13a and h13c are verified.

Table 2: The Effect of Linear Economic Time on

Persuasion of Brainwashing Advertisements.

Mean

difference

Standard

erro

Cad -2.197*(0.029) 0.0099 0.0060

Cb -1.814(0.071) 0.1323 0.0059

Aad -2.072*(0.039) 0.0439 0.0049

Ab -0.489(0.625) -0.1055 0.0073

PI 0.018(0.986) -0.1501 0.0081

* means significant at the level of 5%

However, there is no significant difference in

brand cognitive response, brand attitude, purchase

intention between economic time and non-

organizational time.

4.3.2 The Test of the Influence of Time

Orientation on the Persuasion Effect of

Brainwashing Advertisements

As shown in Table 3, there are no significant

differences between the past and future trends in

consumers' cognitive response, brand cognitive

response, advertising attitude, brand attitude and

purchase intention to accept brainwashing

advertisements, so the hypotheses are not verified.

Table 3: Time Orientation on Persuasion Effect of

Brainwashing Advertising.

Mean

difference

Standard

erro

Cad 0.562(0.575) 0.0051 0.0090

Cb 0.422(0.674) 0.0042 0.0100

Aad 0.435(0.664) 0.0033 0.0076

Ab -0.761(0.447) -0.0067 0.0088

PI -0.531(0.596) -0.0049 0.0093

4.3.3 The Test of the Influence of Time

Compliance on the Persuasion Effect

of Brainwashing Advertisements

As shown in Table 4, there is a more significant

positive impact of time-abiding consumers on the

purchase intention of the brand promoted by

brainwashing advertising. H15e was verified.

However, there is no significant difference in the

cognitive response, brand cognitive response,

advertising attitude and brand attitude between the

time-abiding and time anxious consumers.

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Table 4: Time Compliance on Persuasion Effect of

Brainwashing Advertising.

Mean

difference

Standard

erro

Cad -0.471(0.638) -0.0043 0.0090

Cb 0.36(0.719) 0.0036 0.0100

Aad 0.061(0.952) 0.0005 0.0076

Ab 1.3(0.195) 0.0114 0.0088

PI 2.058*(0.04) 0.0189 0.0092

* means significant at the level of 5%

4.3.4 A Test of the Influence of Time

Duration on the Persuasive Effect of

Brainwashing Advertisements

As shown in Table 5, fast return preference

consumers have a more significant positive impact on

brand attitude of brainwashing advertising, and h16d

is verified. However, there are significant differences

in advertising cognitive response, brand cognitive

response, advertising attitude and purchase intention

between time tough consumers and quick return

consumers.

Table 5: The Effect of Time Duration on Brainwashing

Advertising Persuasion.

Mean

difference

Standard

erro

Cad -1.625(0.105) -0.0146 0.0090

Cb -0.75(0.454) -0.0075 0.0100

Aad -1.075(0.283) -0.0081 0.0076

Ab -2.324*(0.021) -0.0202 0.0087

PI -1.52(0.13) -0.0140 0.0092

* means significant at the level of 5%

5 CONCLUSIONS

This paper selects the brand of "boss direct

employment" Internet recruitment platform to study

the effect of advertising persuasion and the influence

of advertising style and time personality on it.

Through empirical analysis, we draw the following

conclusions: brand attitude before advertising has a

positive impact on consumers' advertising cognitive

response and brand cognitive response. If consumers

have a knowledge of the brand before contacting the

corresponding advertising, then consumers can be

more confident Good understanding of the

corresponding advertising information and brand

information. In addition, advertising cognitive

response is an important factor affecting consumers'

brand cognitive association, which is an important

premise for consumers to produce

advertising attitude;

good brand cognitive response and advertising

attitude will enhance brand attitude and purchase

intention. For brainwashing advertising, consumers

have higher brand awareness and advertising attitude,

while non-brainwashing advertising has higher brand

attitude and purchase intention. For enterprises, non-

brainwashing advertising has higher conversion rate.

Time personality has a differential impact on the

effect of brainwashing advertising. Specifically,

economic time consumers have higher advertising

cognitive response, non-group advertising The

consumers with time weaving preference and quick

return preference have better advertising attitude and

brand attitude respectively, while the consumers with

time following preference have stronger purchase

intention to the brand promoted by brainwashing

advertisement.

According to the conclusion of this paper, the

following suggestions are put forward for enterprises.

1: When consumers come into contact with the brand

advertising again, the level of advertising cognition

and brand cognition will be better. 2: When choosing

advertising strategies, advertisers should focus on the

impact on consumers' advertising cognition and

attitude, which will directly affect consumers' brand

attitude and final purchase intention. 3: When

choosing the advertising style, we should not only

seek to improve the advertising attitude

of consumers,

but blindly choose brainwashing advertising, in order

to improve the advertising communication effect and

ignore the sales effect of advertising. Non-

brainwashing advertising is a better choice as the

mainstream advertising of brand promotion. At the

same time, a small amount of brainwashing

advertising flow is used to improve consumers'

advertising attitude, in order to achieve the best

advertising persuasion effect. 4: If the advertising

mainly chooses brainwashing advertising, in order to

make the advertising persuasion effect better, the

target audience can choose consumers with the

following time personality: non- organizational time

personality under the linear economic

time dimension,

time compliance personality under the time

compliance dimension, and quick return preference

personality under the time persistence dimension.

ACKNOWLEDGEMENTS

Thanks for the support from The National Social

Science Fund of China (18BGL110).

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