Three Studies on Cognitive, Affective and Conative Aspects of Hotword in Slogan: Process, Perception and Memory 

Abstract

Social media marketing has recently been revolutionized by the strategic use of "hotword" slogans, which are crafted to elicit cognitive, emotional, and conative consumer responses. These responses are crucial for the success of complex and dynamic marketing campaigns. The effectiveness of employing hotwords in advertising slogans primarily depends on understanding how the meanings of these hotwords influence brand perception, consumer loyalty, and memory retention. This study investigates these impacts through three empirical studies, which have attracted significant attention from both academia and industry. It explores the usage of hotwords in advertising slogans from three dimensions—cognitive, emotional, and conative—highlighting their role in consumer information processing, attitude formation, and memory recall, areas that remain largely unexplored but critical for understanding the dynamics of advertising and marketing promotion.

This research examines the perceptual effectiveness of various advertising slogans, addressing the previously neglected impact these slogans have on individual brand perception across cognitive, emotional, and creative dimensions. The study fills existing gaps by exploring how cognitive, affective, and creative nuances of keywords in advertising slogans influence brand perception. Rigorous statistical methods, including Confirmatory Factor Analysis (CFA), were utilized to validate the reliability and accuracy of the findings. Data was collected through an online questionnaire, which captured diverse participant responses to different advertising slogans. This methodology effectively measured the influence of keywords, providing insights into consumer reactions. The research comprises three studies, each targeting specific aspects of consumer responses, allowing for an in-depth examination of the effects of keywords on digital marketing. The analytical framework of this research integrates findings from these studies, offering a comprehensive view of the strategic employment of keywords in digital marketing. Innovating beyond prior research, this study employs the Cognitive-Affective-Conative (CAC) model, a renowned theoretical framework in marketing and consumer behavior research. According to the CAC model, consumer reactions to marketing stimuli like advertising slogans are influenced by three intertwined components: cognition, affect, and conation. Cognition involves the mental processes of perception, attention, comprehension, and interpretation, affecting how consumers understand and internalize slogans. Affect refers to the emotional responses triggered by these stimuli, while conation focuses on the behavioral inclinations that these stimuli provoke, including the actions that consumers are motivated to take. Furthermore, the study adopts the Elaboration Likelihood Model to investigate whether the cognitive, affective, and conative aspects of keywords in slogans incentivize respondents to use the central route for message elaboration, potentially resulting in long-lasting perception changes. Additionally, it includes the Search of Associative Memory Model to test how these aspects influence memory recall and recognition of brands and slogans, moderated by perceived complexity and uniqueness.

This comprehensive approach not only delineates the influence of keywords in shaping consumer perceptions but also markedly enriches the academic discourse by providing deeper insights into the cognitive, affective, and conative dimensions of advertising effectiveness. Study 1 offers a critical examination of the traditional Cognitive-Affective-Conative (CAC) model, which posits a fixed linear relationship among cognitive, affective, and conative components. The findings indicate that this model does not hold when hotwords are incorporated into slogans, as affective responses do not simply mediate between cognitive understanding and conative actions. Rather, the affective response to hotwords may predominantly drive the impact of these slogans. Study 1 explores how hotwords initiate cognitive reactions and transition into behavioral outcomes. It critically evaluates the role of hotwords in influencing consumer cognition, challenging the conventional hierarchical model of advertising effects by suggesting that hotwords have a significant impact on consumer responses. This research attempts to reconcile contradictory information and empirical evidence surrounding the multifaceted nature of hotwords and the complexity of linguistic innovation. Moreover, these findings offer a nuanced perspective on how cognitive effects and individual perceptions interact in response to hotwords, suggesting a more complex interplay than previously acknowledged by attention-based research. The versatility of hotwords and their impact on language innovation are shown to positively influence how consumers process and respond to advertising stimuli. In conclusion, the research challenges and extends the traditional CAC model by demonstrating that affective components may dominate in settings where hotwords are utilized, thus reshaping our understanding of how these elements interact to influence consumer responses to marketing stimuli.

Study 2 builds on the foundational insights from previous research by investigating how hotwords within slogans influence consumer perceptions towards brands and their advertising messages. This phase of the research utilizes the Elaboration Likelihood Model (ELM) as a theoretical framework to examine the dynamic interplay between the cognitive, affective, and conative aspects of hotwords and their subsequent effect on perception formation. The study reveals that the conative aspects of hotwords—those that drive consumers towards action—exert the most substantial influence on shaping consumer attitudes towards companies and their slogans. This finding challenges traditional notions that intellectual or emotional responses predominantly drive consumer behavior. Instead, it is the action-oriented nature of these words that holds significant sway. Additionally, the affective components, which encompass the emotional impact evoked by the slogans, and the cognitive components, referring to the thought-provoking qualities of the hotwords, also play crucial roles but to a lesser extent compared to the conative aspects. This nuanced understanding suggests that while emotional and intellectual responses are important, the capacity of a slogan to incite action is the primary driver of consumer attitudes. The results from Study 2 underscore the importance of integrating conative strategies in slogan design to effectively influence consumer behavior. By fostering a direct path to action, these hotwords significantly enhance the overall impact of the slogans on consumer perception, more so than the cognitive or affective components alone. This insight is pivotal for marketers aiming to craft slogans that not only resonate on an intellectual or emotional level but also motivate consumer engagement and brand loyalty. In conclusion, Study 2 highlights the critical role of the action-oriented component of hotwords in advertising. It confirms that while each aspect of the CAC model—cognitive, affective, and conative—contributes to the formation of consumer attitudes, the ability to prompt actionable responses stands out as the most influential factor. This understanding helps refine marketing strategies and underscores the complex mechanisms through which advertising influences consumer behavior.

Study 3 explores the roles of cognitive, emotional, and conative elements of hotwords in slogans, utilizing the Search of Associative Memory (SAM) model to assess their impact on brand and slogan recognition. While these elements are crucial, their influence on recall appears minimal, potentially due to shifts in consumer attention patterns in the digital age. The study suggests that the saturated digital media environment has reduced consumer attention spans and desensitized audiences to promotional content, thereby diminishing memory recall of marketing material. This outcome emphasizes the need for marketers to incorporate more distinctive cues in advertising to bolster retention and enhance recall. Further investigation into perceived complexity reveals that messages requiring higher cognitive effort can significantly improve brand and slogan recall. Study 3 indicates that making communications more cognitively demanding may boost their memorability, encouraging marketers to craft more complex messages to foster deeper engagement and improve retention. However, it is important to note that excessive complexity might lead to avoidance behaviors, suggesting a delicate balance is necessary to maximize the effectiveness of marketing communications. The impact of perceived uniqueness on slogan recall and brand retention was also examined, revealing a complex interplay. While uniqueness enhances the emotional resonance and memorability of slogans, it can paradoxically decrease brand recognition through mechanisms such as the 'vampire effect', where the distinctiveness of the slogan overshadows the brand itself. Additionally, the 'impairment effect' suggests that overly creative advertisements might lead to misconceptions and decreased retention of conventional brand messaging. These findings illustrate the need for careful implementation of creative elements in slogans to ensure they enhance rather than obscure the intended brand message. In conclusion, Study 3 offers insights into how hotwords can enhance memory recall and recognition in the realm of digital advertising. It highlights the importance of considering the cognitive, emotional, and conative aspects of hotwords, and suggests that these factors influence individuals' memory and perception of brands in varying degrees. The findings contribute to a more nuanced understanding of advertising strategies that effectively harness the power of hotwords to increase brand relevance and loyalty across diverse platforms.

The strategic use of hotwords in advertising slogans represents a powerful localization strategy that capitalizes on regional and cultural specifics to enhance the relevance and impact of marketing messages. This approach is particularly effective with Zillennials—a demographic increasingly recognized for their preference for authenticity and personalized marketing that resonates with their unique values and identities. This research explores the cognitive, emotional, and conative dimensions of hotwords, providing deep insights into constructing advertising messages that capture attention, forge emotional connections, and motivate active engagement. The findings reveal that hotwords significantly bolster brand recall and awareness while transforming consumer attitudes, thus strengthening brand loyalty and intensifying purchase intentions. This demonstrates that hotwords are instrumental in navigating the complexities of consumer behavior in the digital landscape. By focusing on hotwords that resonate with the language and culture of Zillennials, who are poised to become a predominant customer group in the years ahead, marketers can effectively tap into this cohort's characteristics to enhance localization efforts. The positive impact of hotwords on consumer perceptions, memory, attitudes, and buying behaviors underscores their potential to cultivate a dedicated and loyal customer base through targeted and meaningful communication strategies.

In summary, the findings from these studies offer valuable insights for enhancing digital marketing strategies by presenting new perspectives on crafting compelling brand narratives. This research contributes to the academic understanding of advertising effectiveness, highlighting the intricate role of language in engaging customers. For industry practitioners, the strategic use of hotwords proves essential, not only boosting immediate engagement but also fostering long-term brand loyalty. Specifically, Study 1 shows affect's significant influence on conative outcomes, challenging traditional models. Study 2 emphasizes the conative dimension's crucial role in shaping brand attitudes through hotwords, while Study 3 indicates that while complexity enhances recall, excessive uniqueness may reduce brand recognition, suggesting the need for a balanced approach in marketing strategies.

Date of Award	9 Jul 2024
Original language	English
Awarding Institution	City University of Hong Kong
Supervisor	Mingping Yanni YAN (Supervisor)