名人代言人信息与认知需求对广告效果影响的眼动研究

发布时间：2018-06-01 04:30

本文选题：名人广告 + 名人产品一致性　；参考：《杭州师范大学》2012年硕士论文

【摘要】：当今社会市场竞争激烈,商家经常不惜花巨资邀请名人为其产品做广告代言。有些名人广告的确起到了好的广告效果，为企业带来了丰厚的利润；而有些名人广告却反响平平甚至出现反作用,企业为此蒙受巨大损失。我们不禁要思考,商家在推出广告时,是否需要名人代言呢?如果使用名人代言广告,怎样才能达到预期的效果?国内外的研究者针对这些问题做了大量的研究,在制约名人广告的影响因素等问题已经形成初步的共识。可就目前已有文献看,许多关键的问题还涉足未深。广告是注重目标受众群体的传播形式,广告受众分类的多样性是影响广告效果的重要因素。然而却极少有人根据广告不同受众来分类深入研究广告效果。随着眼动技术的逐渐成熟.眼动分析法被誉为广告研究的最佳手段之一。但自从20世纪初眼动技术得以运用以来,利用眼动仪研究广告效果的文献却少之又少。本研究结合前人研究成果,探讨在名人代言人不同信息条件下广告效果的差异,并且按照认知需求这一消费人格来划分大学生被试群体,同时运用眼动分析法和主观评定法相结合的方式,力求更准确地测量广告效果,对名人广告中名人效应、名人产品匹配程度、名人道德声誉评价等相关问题做了进一步研究。具体来说,本研究含有三个研究：研究一、探讨了名人在广告中的作用。研究随机选取杭州师范大学大学生被试40名，，采用单因素实验设计以广告源为自变量,对广告效果进行测量。结果显示名人的使用的确能增强广告的效果。研究二、探讨不同认知需求的个体对名人产品匹配性不同的情况下对广告效果的评价。研究选取预实验筛选的大学生被试40名,采用2(名人产品一致性)×2(认知需求)混合设计,对广告效果进行测量。结果显示名人和产品一致的广告效果要优于不一致的广告效果；相对低认知需求的被试,高认知需求的被试认为一致时,广告效果更好.不一致时更差。研究三、探讨了不同认知需求的个体对名人道德声誉好坏不同情况下对广告效果的评价。研究同样选取预实验筛选的认知需求分类的大学生被试40名,采用2(名人道德声誉)×2(认知需求)混合设计,对广告效果进行测量。结果显示名人道德声誉的好坏对认知需求高的个体没有显著影响；而对于认知需求低的个体,当名人道德评价好的时,认为广告效果好,评价低时认为广告效果差。最后根据研究的结论,相应地为商家提出一些在选择名人广告时可供参考的建议,并且提出了本研究的不足以及未来研究的方向。
[Abstract]:In today's competitive market, businesses often spend a lot of money inviting celebrities to advertise their products. Some celebrity ads do have a good advertising effect, which brings huge profits to the enterprise; while some celebrity ads have a mediocre response or even a reaction, enterprises have suffered huge losses. We can't help but wonder whether companies need celebrity endorsements when they launch advertisements. If you use celebrity endorsements, how can you achieve the desired results? Researchers at home and abroad have done a lot of research on these issues, and have formed a preliminary consensus in restricting the influencing factors of celebrity advertising. But as far as the literature is concerned, many of the key problems are still not deep. Advertising is a form of communication that focuses on the target audience, and the diversity of the advertising audience classification is an important factor affecting the advertising effect. However, very few people classify the effect of advertising according to different audiences. With the development of eye movement technology. Eye movement analysis is regarded as one of the best methods in advertising research. However, since the application of eye movement technology in the early 20th century, there have been few literatures on the effects of eye movement devices. Based on the previous research results, this study explores the differences of advertising effects under the different information conditions of celebrity spokesmen, and divides the college students into groups according to the consumption personality of cognitive needs. At the same time, using the combination of eye movement analysis and subjective evaluation, this paper tries to measure the advertising effect more accurately, and makes further research on celebrity effect, celebrity product matching degree, celebrity moral reputation evaluation and so on. Specifically, this study contains three studies: one, the role of celebrities in advertising. In this study, 40 normal college students in Hangzhou were randomly selected, and the advertising effect was measured by single factor experimental design with advertising source as independent variable. The results show that the use of celebrities can really enhance the effectiveness of advertising. In the second study, the author discusses the evaluation of advertising effect of individuals with different cognitive needs when the matching of celebrity products is different. In this study, 40 college students selected from pre-experiment were selected to measure the advertising effect by using a mixed design of 2 (celebrity product consistency) 脳 2 (cognitive demand). The results showed that the advertising effect of celebrity and product consistency was better than that of inconsistent advertising effect, compared with the subjects with low cognitive demand, those with high cognitive demand thought that the advertising effect was better. It's worse when it's inconsistent. In the third study, the author discusses the evaluation of advertising effect by individuals with different cognitive needs on celebrity moral reputation. The study also selected 40 college students who were selected from pre-experiment to classify their cognitive needs, and used the mixed design of 2 (celebrity moral reputation) 脳 2 (cognitive demand) to measure the advertising effect. The results show that the celebrity moral reputation has no significant effect on the individuals with high cognitive demand, but for the individuals with low cognitive demand, when the celebrity moral evaluation is good, they think that the advertising effect is good, and when the evaluation is low, the advertising effect is poor. Finally, according to the conclusion of the study, this paper puts forward some suggestions for merchants to choose celebrity advertisements, and points out the shortcomings of this study and the direction of future research.
【学位授予单位】：杭州师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

【参考文献】