评价性条件反射机制下幽默广告对新产品内隐态度的影响

发布时间：2018-04-13 23:07

本文选题：评价性条件反射 + 幽默广告　；参考：《河北大学》2011年硕士论文

【摘要】：消费者研究领域中,如何掌握消费者的态度并预测消费者的行为是研究者们最关心的问题。有研究表明,内隐态度比外显态度更能预测一个人的消费行为。在新产品上市时,都会使用广告对其进行宣传,幽默广告就是其中的一种。然而,幽默广告如何影响消费者对一种新产品的态度及购买意向,尚未有人进行过研究。本研究通过评价性条件反射机制,用新产品与幽默的配对形成对新产品的内隐态度,并采用阈下评价性启动范式检验被试的内隐态度,探讨了幽默广告对消费者产品偏好及消费选择的影响。本研究包含三个研究。第一个研究分三个阶段:评价性条件反射阶段,形成对新产品的内隐态度;阈下评价性启动阶段,采用3(启动刺激品牌:幽默品牌、不幽默品牌、中性品牌)×2(目标词语的词性:积极、消极)×2(幽默分配:领地-幽默、润尔-幽默)混合实验设计,检验了幽默对新产品内隐态度的影响;外显评估阶段,检验幽默图片的发笑程度和被试对实验意图的觉察情况。第二个研究在研究一的基础上增加了产品选择阶段,考察了幽默导致的内隐态度改变是否会影响被试对产品的选择。在研究二的基础上,第三个研究模拟了真实情境下,内隐态度改变是否还会影响被试对产品的选择。正式研究共选取了105名被试。研究结果发现: 1.通过评价性条件反射机制,将新产品与幽默广告重复配对,可以使个体对新产品形成积极的内隐态度,并且这个内隐态度可以由阈下评价性启动程序检验。 2.和幽默品牌相比,不幽默广告不会降低对新产品品牌的积极态度。 3.幽默广告会引起个体对广告中的新产品产生更多地偏爱。 4.幽默广告通过引起内隐态度改变间接地影响个体对新产品的选择。
[Abstract]:In the field of consumer research, how to master consumer attitude and predict consumer behavior is the most important concern of researchers.Some studies have shown that implicit attitude can predict a person's consumption behavior more than explicit attitude.When new products are on the market, advertisements are used to promote them, and humorous advertising is one of them.However, no research has been done on how humorous advertising affects consumer attitudes and purchase intentions towards a new product.In this study, the implicit attitude to the new product was formed by pairing the new product with humor, and the implicit attitude of the subjects was tested by the subthreshold evaluative priming paradigm.This paper probes into the influence of humorous advertisement on consumer's product preference and consumption choice.This study includes three studies.The first study was divided into three stages: evaluating conditioned reflex stage to form implicit attitude towards new product, subliminal evaluation start-up stage, using 3 (booster stimulus brand: humor brand, unhumorous brand, unhumorous brand),Neutral brand) 脳 2 (target words: positive, negative) 脳 2 (humor distribution: territory humor, Runer-humor) mixed experimental design to test the influence of humor on implicit attitude of new product; explicit evaluation stage,To test the laughing degree of the humorous pictures and the participants' perception of the intention of the experiment.The second study added the product selection stage to the first study and examined whether the implicit attitude change induced by humor would affect the subjects' choice of product.On the basis of study 2, the third study simulated whether implicit attitude change would affect the choice of product.A total of 105 subjects were selected in the formal study.The study found that:1.Through the evaluation conditioned reflex mechanism, the new product and the humorous advertisement can be paired repeatedly, which can make the individual form a positive implicit attitude towards the new product, and this implicit attitude can be tested by the subthreshold evaluation priming procedure.2.Compared with the humorous brand, unhumorous advertising will not reduce the positive attitude towards the brand of new products.3.Humorous advertising will lead to a greater preference for new products in advertising.4.Humor advertisements indirectly affect individuals' choice of new products by causing implicit attitude changes.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8;F713.55

【共引文献】