Guidance of creative design and delivery of information flow advertising to consumer anxiety

Abstract

BackgroundIn the era of information explosion, information flow advertising has become an important way for enterprises to interact with consumers, but its impact on consumer anxiety has not been fully studied. The purpose of this study is to explore the guiding effect of information flow advertising creative design on consumer anxiety.Subjects and MethodsThe participants were randomly divided into an intervention group and a control group. The intervention group received innovative information flow advertising design, including personalized recommendation, creative graphic design, etc. The control group received regular information stream advertising. A week after receiving the AD, all participants completed a consumer anxiety scale as a post-test. In addition, participants’ personal background information, such as age, gender, education, etc. was collected in the study to control for possible confounding factors. The statistical software is SPSS23.0.ResultsThe results showed that participants in the intervention group had significantly lower levels of consumer anxiety compared to the control group. After controlling for personal background, the creative design of information flow ads remained a significant predictor of consumer anxiety levels.ConclusionsThe creative design of information flow advertising can effectively reduce consumer anxiety and provide a new theoretical basis for advertising design. Future research should further explore the specific influence mechanism and application scope of creative advertising design, in order to provide more scientifically based guidance and suggestions for the advertising industry.