幽默广告类型与产品卷入度对说服效果影响的实证研究
发布时间：2018-08-12 15:18
【摘要】： 现在幽默越来越多地用于广告,幽默广告可以唤起消费者惊喜或愉悦的感觉,可以减轻消费者对广告信息产生的抵触情绪,可以让消费者在思考中关注和记忆广告的信息,进而增强说服效果。本文采用实验研究方法来讨论幽默广告类型和产品卷入度对说服效果的影响,希望可以丰富国内幽默广告的研究,并为广告业界制作幽默广告提供一定的参考。 本研究的自变量为幽默广告类型(认知型幽默广告、情感型幽默广告)和产品卷入度(高产品卷入度、低产品卷入度),因变量为广告的说服效果(广告态度、品牌态度和购买意愿)。采用2*2的实验设计。本研究发现： 1.不同幽默广告类型在说服效果上呈现部分的显著差异。 2.情感型幽默广告较认知型幽默广告能产生更好的广告态度。 3.不同幽默广告类型在品牌态度上无显著差异。 4.情感型幽默广告较认知型幽默广告能产生更好的购买意愿。 5.不同产品卷入度在幽默广告说服效果上有显著差异。 6.幽默广告类型与产品卷入度在说服效果上呈现部分显著的交叉作用。 7.幽默广告类型与产品卷入度在广告态度上有显著的交叉作用。 8.幽默广告类型与产品卷入度在品牌态度上无交叉作用。 9.幽默广告类型与产品卷入度在购买意愿上有显著的交叉作用。
[Abstract]:Nowadays, humor is more and more used in advertising. Humor advertisements can arouse consumers' feelings of surprise or pleasure, reduce the resistance of consumers to advertising information, and enable consumers to pay attention to and memorize advertising information in their thinking. And then enhance the effect of persuasion. This paper discusses the influence of the types of humorous advertisements and the degree of product involvement on the persuasion effect by using the method of experimental research, hoping to enrich the research of humor advertisements in China and to provide some references for the production of humorous advertisements in the advertising industry. The independent variables of this study are the types of humorous advertisements (cognitive humorous ads, affective humorous advertisements) and the degree of product involvement (high product involvement, low product involvement), and the dependent variables are the persuasive effect of advertising (advertising attitude). Brand attitude and purchase intention). The experimental design was designed with 2 ~ (2). The results of this study are as follows: 1. Different types of humorous advertisements show some significant differences in persuasion effect. 2. Emotional humor advertising can produce better advertising attitude than cognitive humor advertising. 3. There is no significant difference in brand attitude among different types of humorous advertising. 4. Affective humor advertising can produce better purchase intention than cognitive humor advertising. 5. Different product involvement in humorous advertising persuasion effect has significant differences. 6. 6. The type of humorous advertisement and the degree of product involvement show some significant cross effects on persuasion effect. The type of humorous advertisement and the degree of product involvement have significant cross effects on advertising attitude. The type of humorous advertisement and the degree of product involvement have no cross effect on brand attitude. 9. The type of humorous advertisement and the degree of product involvement have significant cross effects on purchase intention.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
本文编号：2179458
[Abstract]:Nowadays, humor is more and more used in advertising. Humor advertisements can arouse consumers' feelings of surprise or pleasure, reduce the resistance of consumers to advertising information, and enable consumers to pay attention to and memorize advertising information in their thinking. And then enhance the effect of persuasion. This paper discusses the influence of the types of humorous advertisements and the degree of product involvement on the persuasion effect by using the method of experimental research, hoping to enrich the research of humor advertisements in China and to provide some references for the production of humorous advertisements in the advertising industry. The independent variables of this study are the types of humorous advertisements (cognitive humorous ads, affective humorous advertisements) and the degree of product involvement (high product involvement, low product involvement), and the dependent variables are the persuasive effect of advertising (advertising attitude). Brand attitude and purchase intention). The experimental design was designed with 2 ~ (2). The results of this study are as follows: 1. Different types of humorous advertisements show some significant differences in persuasion effect. 2. Emotional humor advertising can produce better advertising attitude than cognitive humor advertising. 3. There is no significant difference in brand attitude among different types of humorous advertising. 4. Affective humor advertising can produce better purchase intention than cognitive humor advertising. 5. Different product involvement in humorous advertising persuasion effect has significant differences. 6. 6. The type of humorous advertisement and the degree of product involvement show some significant cross effects on persuasion effect. The type of humorous advertisement and the degree of product involvement have significant cross effects on advertising attitude. The type of humorous advertisement and the degree of product involvement have no cross effect on brand attitude. 9. The type of humorous advertisement and the degree of product involvement have significant cross effects on purchase intention.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前2条
1 牟丽莉;中外幽默广告比较研究[D];辽宁大学;2011年
2 马雅蓓;植入式广告效果研究[D];南京大学;2012年
，本文编号：2179458
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