大学生关于低卷入产品广告反应差异研究

发布时间：2018-01-27 05:12

本文关键词： 亲情广告幽默广告男性商品女性商品中性商品　出处：《西南大学》2011年硕士论文　论文类型：学位论文

【摘要】：本论文从商品的适用群体,即把商品分类成男性商品,女性商品和中性商品来研究亲情类广告和幽默类广告对男性消费者和女性消费者效果影响。共682名大学生参与实验,其中男生146人,女生536人；理科生168人,文科生514人,分别以男性商品香烟,女性商品口红和中性商品可口可乐的亲情类平面图片广告和幽默类型平面图片广告为实验刺激,采用实验和问卷相结合的方法实验采用3x2因素被试内设计,两个因素分别为商品类型(男性化商品,女性化商品,中性化商品)和广告类型(亲情广告和幽默广告),从吸引维度和行为维度两个方面研究大学生广告心理效果。问卷采用了自编量表《大学生广告心理效果测评问卷》,实验采用网页呈现广告图片,网上填写问卷的方式。研究结果表明(1)男性商品广告,男性大学生和女性大学生对亲情类型广告和幽默类型广告在吸引纬度和行为维度男性均高于女性大学生(2)女性商品广告,男性大学生和女性大学生对亲情类型广告在吸引纬度和行为维度女性大学生高于男性大学生,幽默类型广告在吸引纬度和行为维度没有差异(3)中性商品广告,研究男性大学生和女性大学生对亲情类型广告在吸引纬度和行为维度上没有差异,幽默类型广告在吸引纬度男女大学生没有差异,但在行为维度男性大学生高于女性(4)商品类型对广告效果影响,男性商品使用幽默类型广告评价高于亲情广告,女性商品使用亲情广告评价高于幽默类,中性商品使用亲情类与幽默广告没有差异。
[Abstract]:This paper classifies commodities into male commodities from the applicable groups of commodities. The effects of family advertisements and humor advertisements on male and female consumers were studied by female and neutral commodities. A total of 682 college students participated in the experiment, of which 146 were male and 536 were female; 168 students of science and 514 students of arts were stimulated by male cigarette, female lipstick and neutral coca cola. Using the method of combining experiment and questionnaire, the experiment adopts 3x2 factor design, the two factors are commodity type (masculine commodity, feminine commodity). Neutral goods) and advertising types (kinship advertising and humorous advertising). The psychological effects of college students' advertising are studied from the aspects of attraction dimension and behavioral dimension. The questionnaire adopts the self-made scale < questionnaire of College students' Psychological effects of Advertising) and the experiment uses web pages to present advertising pictures. The way to fill out the questionnaire online. The results show that: 1) Men's commodity advertising. Male college students and female college students are higher than female college students in attracting latitude and behavioral dimension of affective type advertising and humorous type advertising. Male college students and female college students are higher than male college students in attracting latitude and behavioral dimension. There is no difference in attracting latitude and behavioral dimension between humor type advertising (3) the study of male college students and female college students in the attracted latitude and behavioral dimensions of the relationship type of advertising is not different. 3) there is no difference between male college students and female college students in attracting latitude and behavioral dimensions. There is no difference between male and female college students in attracting latitude of humorous advertising, but in behavioral dimension male college students are higher than female students. The evaluation of male goods using humor type is higher than that of kinship advertisement, female commodity using kinship advertisement evaluation is higher than humor type, and there is no difference between neutral goods use kinship type and humorous advertisement.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

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