广告诉求方式、产品卷入度对消费者外显及内隐态度的影响
发布时间：2018-11-08 14:55
【摘要】：随着经济的发展和各种消费产品的极大丰富,广告作为一种产品介绍和宣传方式充斥着我们生活的方方面面。广告的核心作用在于向消费者介绍产品的信息、展现产品以及该品牌的文化和形象,从而使消费者对其产生积极的态度,进而引起购买行为。不同卷入程度的产品,不同的广告诉求方式,会对消费者的外显和内隐态度产生如何的影响；不同的产品,应该选取什么广告方式会产生更好的效果,是本研究讨论的重点。 本论文包括三个部分。第一部分回顾和总结了前人有关广告诉求方式、卷入度和外显、内隐态度的一系列理论研究,为本研究搭建了比较完善的理论框架,并提出了本研究的假设。 论文的第二部分是实证研究,包括三个实验。第一个实验,随机选取华东师范大学本科学生作为被试,采用单因素实验设计,讨论不同的广告诉求方式(情感广告／理性广告)对消费者态度(外显／内隐)的影响。通过预实验,选择出喜爱度匹配的产品和相应的两类诉求方式的广告作为实验材料,分别通过问卷和IAT方法对被试的外显和内隐态度进行测量。结果显示,在外显态度上,情感广告更受欢迎,但与理性广告的差异不显著；男生相对女生更喜欢理性广告,但差异也不显著。在内隐态度上,被试则对情感广告给予显著高的积极态度；无论男生还是女生,都更显著地喜欢情感广告。实验二,在实验一的基础上引入卷入程度这个概念,考察不同卷入度产品采取不同诉求方式的广告,对消费者外显态度的影响。结果显示,总体来说被试对高卷入产品产生更加显著积极的态度；相较于理性广告,被试对感性广告的产品产生更加显著高的积极态度；对于高卷入产品来说,理性广告产生的外显积极效果略高于感性广告,但是这种外显态度上的差异不显著。实验三,在实验二的条件基础上,考察不同卷入度产品,采用不同诉求方式的广告对消费者内隐态度的影响。结果显示,对于低卷入产品来说,被试对理性广告中的产品的内隐态度显著低于感性广告中的产品；对于高卷入产品,消费者更容易接受理性广告的宣传；对于低卷入产品,消费者更容易接受感性广告的宣传。 本文最后对整个研究进行总结和讨论。在指出了本研究的理论意义和实际的应用价值的同时,也对本研究中还存在的一些不足之处进行反思,并对未来的研究方向提出展望。
[Abstract]:With the development of economy and the abundance of all kinds of consumer products, advertisement as a product introduction and propaganda method is full of all aspects of our life. The core function of advertisement is to introduce the information of the product to the consumer, to show the product and the culture and image of the brand, so that the consumer has a positive attitude towards it, and then causes the purchase behavior. It is the focus of this study that how the product with different degree of involvement and different ways of advertising appeal will affect the explicit and implicit attitude of consumers, and what advertising methods should be selected for different products to produce better results. This thesis includes three parts. The first part reviews and summarizes a series of theoretical studies on advertising appeal mode, involvement degree and explicit, implicit attitude. It sets up a relatively perfect theoretical framework for this study, and puts forward the hypothesis of this study. The second part of the paper is empirical research, including three experiments. In the first experiment, we randomly selected undergraduate students from East China normal University as subjects, and used a single factor experimental design to discuss the influence of different advertising appeal ways (emotional advertising / rational advertising) on consumer attitude (explicit / implicit). Through the pre-experiment, we selected the product with matching preference and the advertisement of the corresponding two kinds of appeal way as the experimental material, and measured the explicit and implicit attitude of the subjects by questionnaire and IAT method respectively. The results showed that affective advertising was more popular than rational advertising in explicit attitude, but there was no significant difference between affective advertising and rational advertising, while boys preferred rational advertising more than girls, but the differences were not significant. In implicit attitude, the subjects showed a significantly higher positive attitude towards affective advertising, and both boys and girls were more likely to prefer affective advertising. In experiment two, the concept of involvement degree is introduced on the basis of experiment 1, and the influence of advertising with different appeal ways on consumers' explicit attitude is investigated. The results show that, in general, the subjects have a more significant positive attitude towards the highly involved products, and compared with the rational advertising, the subjects have a significantly higher positive attitude towards the products of the perceptual advertisements. For highly involved products, the positive effect of rational advertising is slightly higher than that of perceptual advertising, but there is no significant difference in this explicit attitude. Experiment 3, on the basis of the condition of experiment two, investigate the influence of different involvement products and different appeal ways on the implicit attitude of consumers. The results show that the implicit attitude towards the products in the rational advertising is significantly lower than that in the perceptual advertisements for the low-involvement products, and the consumers are more receptive to the propaganda of the rational advertisements for the high-involvement products. For low-involvement products, consumers are more likely to accept perceptual advertising publicity. At the end of this paper, the whole research is summarized and discussed. This paper points out the theoretical significance and practical application value of this study, at the same time, reflects on some shortcomings in this study, and puts forward the prospect of the future research direction.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.5;F713.8
本文编号：2318817
[Abstract]:With the development of economy and the abundance of all kinds of consumer products, advertisement as a product introduction and propaganda method is full of all aspects of our life. The core function of advertisement is to introduce the information of the product to the consumer, to show the product and the culture and image of the brand, so that the consumer has a positive attitude towards it, and then causes the purchase behavior. It is the focus of this study that how the product with different degree of involvement and different ways of advertising appeal will affect the explicit and implicit attitude of consumers, and what advertising methods should be selected for different products to produce better results. This thesis includes three parts. The first part reviews and summarizes a series of theoretical studies on advertising appeal mode, involvement degree and explicit, implicit attitude. It sets up a relatively perfect theoretical framework for this study, and puts forward the hypothesis of this study. The second part of the paper is empirical research, including three experiments. In the first experiment, we randomly selected undergraduate students from East China normal University as subjects, and used a single factor experimental design to discuss the influence of different advertising appeal ways (emotional advertising / rational advertising) on consumer attitude (explicit / implicit). Through the pre-experiment, we selected the product with matching preference and the advertisement of the corresponding two kinds of appeal way as the experimental material, and measured the explicit and implicit attitude of the subjects by questionnaire and IAT method respectively. The results showed that affective advertising was more popular than rational advertising in explicit attitude, but there was no significant difference between affective advertising and rational advertising, while boys preferred rational advertising more than girls, but the differences were not significant. In implicit attitude, the subjects showed a significantly higher positive attitude towards affective advertising, and both boys and girls were more likely to prefer affective advertising. In experiment two, the concept of involvement degree is introduced on the basis of experiment 1, and the influence of advertising with different appeal ways on consumers' explicit attitude is investigated. The results show that, in general, the subjects have a more significant positive attitude towards the highly involved products, and compared with the rational advertising, the subjects have a significantly higher positive attitude towards the products of the perceptual advertisements. For highly involved products, the positive effect of rational advertising is slightly higher than that of perceptual advertising, but there is no significant difference in this explicit attitude. Experiment 3, on the basis of the condition of experiment two, investigate the influence of different involvement products and different appeal ways on the implicit attitude of consumers. The results show that the implicit attitude towards the products in the rational advertising is significantly lower than that in the perceptual advertisements for the low-involvement products, and the consumers are more receptive to the propaganda of the rational advertisements for the high-involvement products. For low-involvement products, consumers are more likely to accept perceptual advertising publicity. At the end of this paper, the whole research is summarized and discussed. This paper points out the theoretical significance and practical application value of this study, at the same time, reflects on some shortcomings in this study, and puts forward the prospect of the future research direction.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.5;F713.8
【引证文献】
相关硕士学位论文 前1条
1 尚大吉;明星代言人丑闻如何影响消费者态度？[D];华中农业大学;2012年
，本文编号：2318817
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