产品类型与品牌熟悉性对广告心理效果影响的研究

发布时间：2018-03-04 02:31

本文选题：卷入　切入点：品牌熟悉性　出处：《辽宁师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：本研究采用2（产品类型：高卷入度产品与低卷入度产品两个水平）×2（品牌熟悉性：熟悉品牌与陌生品牌两个水平）的实验设计，通过视向心理测量与认知效果评定的方法，分别在与大学生信息相关度较高和较低的两种情况下进行了探讨。主要通过重复测量方差分析与简单效应检验的方法对所有数据进行分析，研究得出以下结论：（1）在与大学生高信息相关的条件下，从视向心理测量的主要眼动指标结果来看，产品类型主效应显著。相对低卷入产品及广告，大学生对于高卷入产品及其广告的关注程度明显要高。大学生对于高卷入熟悉品牌的广告比高卷入陌生品牌的广告更感兴趣。从认知效果评定结果来看，大学生对于熟悉品牌的广告态度、品牌态度都要比陌生品牌更积极。（2）在与大学生低信息相关的条件下，从视向心理测量的主要眼动指标结果来看，产品类型、品牌熟悉性的主效应显著。相对低卷入产品及广告，大学生对于高卷入产品及其广告的关注程度明显要高；但相对于熟悉品牌及其广告，陌生品牌及其广告引起了大学生更多的注意与兴趣。从认知效果评定结果来看，，相对于低卷入产品及其广告，大学生对高卷入产品及其广告的广告态度、品牌态度更积极，留有更多的好印象；对于熟悉品牌及其广告的广告态度、品牌态度要比陌生品牌及其广告更积极。（3）对于购买意愿，无论是高信息相关度或低信息相关度，大学生都更倾向于优先购买熟悉品牌的产品。
[Abstract]:In this study, the experimental design of 2 (product type: high involvement product and low involvement product) 脳 2 (brand familiarity: familiarity with brand and unfamiliar brand) was adopted, and the methods of visual psychological measurement and cognitive effect evaluation were used. This paper discusses the two situations of high and low correlation with college students' information, mainly by means of repeated measurement variance analysis and simple effect test to analyze all the data, and draws the following conclusions:. 1) under the condition of high information of college students, the main effect of product type is significant from the main eye movement index of visual psychological measurement, which is relatively low involvement in product and advertisement. College students pay more attention to high involvement products and their advertisements. College students are more interested in advertisements with high involvement in familiar brands than those with high involvement in unfamiliar brands. College students know brand advertising attitude, brand attitude is more active than unfamiliar brand. (2) under the condition of low information of college students, the main effects of product type and brand familiarity were significant from the main eye movement indexes of visual psychological measurement, which were relatively low involvement in products and advertisements. College students pay more attention to high involvement products and their advertisements, but compared with familiar brands and advertisements, unfamiliar brands and their advertisements attract more attention and interest of college students. Compared with low-involvement products and their advertisements, college students have a more positive brand attitude towards highly involved products and their advertisements, and a more favorable impression on the advertising attitudes of familiar brands and their advertisements. Brand attitude is more active than unfamiliar brands and their advertisements. 3) for the willingness to buy, whether it is high information relevance or low information correlation, college students are more inclined to buy familiar brand products.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;F224

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