不同广告诉求方式对儿童广告态度的影响——一项基于解释水平理论视角的研究
发布时间：2018-07-25 11:58
【摘要】：探讨在不同的解释水平条件下,儿童对不同广告诉求方式的广告的态度。研究包括四个2(心理距离)×2(广告诉求方式)混合实验设计,其中心理距离是被试间变量,广告诉求方式是被试内变量,广告态度是因变量。依据心理距离的四个维度(时间距离、空间距离、社会距离和概率性)划分为四个实验。研究发现:1.在远期心理距离情况下,儿童对广告产品的表征呈现出较多的抽象性思维联想;在近期心理距离情况下,儿童对广告产品的表征呈现出较多的具体性思维联想。2.儿童在较远的心理距离条件下,对理性广告的态度要显著高于对情感广告的态度;儿童在较近的心理距离条件下,对情感广告的态度显著高于对理性广告的态度。
[Abstract]:To explore the attitude of children to advertising in different ways of advertising under different levels of interpretation. The research includes four mixed design of 2 (psychological distance) 脳 2 (advertising appeal mode), in which psychological distance is a variable between subjects, the way of advertising appeal is a variable within the subject, and the attitude of advertising is a dependent variable. The four dimensions of psychological distance (time distance, space distance, social distance and probability) are divided into four experiments. The study found that 1: 1. In the case of long-term psychological distance, children's representation of advertising products showed more abstract thinking association, and in the recent psychological distance, children's representation of advertising products showed more concrete thinking association. 2. Children's attitude towards rational advertising is significantly higher than that on emotional advertising under the condition of psychological distance, and children's attitude towards emotional advertising is significantly higher than that on rational advertising under the condition of close psychological distance.
【作者单位】： 浙江传媒学院;浙江师范大学儿童文化研究院;
【基金】：国家社会科学基金项目“儿童媒介识读能力和介入策略研究”(07BXW022)的研究成果
【分类号】：G206-F;F713.8
[Abstract]:To explore the attitude of children to advertising in different ways of advertising under different levels of interpretation. The research includes four mixed design of 2 (psychological distance) 脳 2 (advertising appeal mode), in which psychological distance is a variable between subjects, the way of advertising appeal is a variable within the subject, and the attitude of advertising is a dependent variable. The four dimensions of psychological distance (time distance, space distance, social distance and probability) are divided into four experiments. The study found that 1: 1. In the case of long-term psychological distance, children's representation of advertising products showed more abstract thinking association, and in the recent psychological distance, children's representation of advertising products showed more concrete thinking association. 2. Children's attitude towards rational advertising is significantly higher than that on emotional advertising under the condition of psychological distance, and children's attitude towards emotional advertising is significantly higher than that on rational advertising under the condition of close psychological distance.
【作者单位】： 浙江传媒学院;浙江师范大学儿童文化研究院;
【基金】：国家社会科学基金项目“儿童媒介识读能力和介入策略研究”(07BXW022)的研究成果
【分类号】：G206-F;F713.8
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