积极情绪对代言人广告效果影响

发布时间：2018-02-21 04:18

本文关键词： 代言人情绪广告效果态度购买意向　出处：《上海师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：代言人的选择对于广告的成败至关重要。不同的代言人代言广告效果存在较大差异,有研究者针对这一问题从许多角度进行了探究后发现,代言人所引发的情绪是代言人广告效果成功与失败的关键因素。但大部分研究都主要针对名人所引发的情绪,关于非名人情绪效应的研究很少,更缺乏名人与非名人代言人所引发的情绪的操纵与比较研究。本研究通过四个实验探讨积极情绪对名人与非名人代言人广告效果的影响。实验l通过问卷选择出了能够引发积极、中性及消极情绪的名人,非名人代言人,分别对他们的代言的广告效果进行了考察；实验2在实验1的基础上,通过操纵广告整体情绪效价来改变了广告效果,实验3通过在广告中加入代言人简介改变被试对中性代言人的情绪效价,探究代言人情绪效价操纵能不能显著的影响广告效果。实验4是实验1-3结果的实践应用,选用目前真实存在的,广告效果较差的代言人广告,调节其中代言人所引发的情绪并测量广告效果。研究结果显示：(1)代言人所引发的情绪对于广告效果有重要影响。引发积极情绪的代言人能够起到较好的广告效果,而引发消极情绪的代言人对广告效果有着消极影响。(2)当名人与非名人所引发的情绪效价与强度相当时,名人与非名人广告效果之间没有显著差异。(3)在广告中加入能够引发积极情绪的元素,能够显著提升代言人广告的效果。(4)通过广告词引发被试对代言人的不同情绪能够显著影响广告效果,当在广告词中加入能够引发被试对代言人积极情绪的内容时,广告效果较好。(5)对真实广告而言,在广告中引发被试对于代言人的积极情绪能够显著改善原本效果较差广告的广告态度。(6)对真实广告而言,在广告中引发被试对于代言人的积极情绪不显著的改善被试对于原本效果较差广告所代言品牌的态度与购买意向。总的来说,本研究结果可以为企业选择代言人提供一定的启示和指导意义。
[Abstract]:The choice of spokesmen is very important to the success or failure of advertisements. There are great differences in the effect of endorsements by different spokesmen. Some researchers have explored this problem from many angles and found that, The emotion caused by the spokesman is the key factor for the success and failure of the advertisement. However, most of the studies focus on the emotion caused by the celebrity, but there is little research on the emotional effect of the non-celebrity. This study is based on four experiments to explore the influence of positive emotions on the advertising effects of celebrity and non-celebrity spokesmen. Can trigger positive, The advertising effects of their endorsements were investigated by neutral and passive celebrities and non-celebrity spokesmen respectively. Experiment 2 changed the advertising effect by manipulating the overall emotional effect of advertising on the basis of experiment 1. Experiment 3, by adding an introduction to the advertisement to change the emotional potency of the subjects to the neutral spokesperson, explores whether the manipulation of the spokesperson's emotional titer can significantly affect the advertising effect. Experiment 4 is a practical application of the results of experiment 1-3. Choose the actual advertising, the advertising effect is poor, The research results show that the emotion caused by the spokesman has an important influence on the advertising effect. The spokesman who causes the positive emotion can play a better advertising effect. The spokesman who caused the negative emotion has a negative effect on the advertising effect.) when the emotional titer and intensity caused by the celebrity and the non-celebrity are equal, There is no significant difference between celebrity and non-celebrity advertising effects. It can significantly improve the advertising effect of the spokesman. 4) the different emotions of the participants can significantly affect the advertising effect through the advertising words, when the content that can arouse the positive emotion of the spokesman can be added to the advertising words. For the real advertisement, the positive emotion of the participants in the advertisement can significantly improve the advertising attitude of the original less effective advertisement. For the real advertisement, the positive emotion in the advertisement can significantly improve the advertising attitude of the original less effective advertisement, so far as the real advertisement is concerned, there is no significant difference between the advertising effect and the actual advertising. In the advertising, the positive feelings of the participants about the spokesman were not significantly improved, and the participants' attitude and purchase intention towards the brand endorsed by the original less effective advertisement were not significantly improved. The results of this study can provide some enlightenment and guidance for enterprises to choose spokesmen.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8;B842.6

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