本文選題：評價性條件反射 + 幽默廣告��； 參考：《河北大學》2011年碩士論文

【摘要】：消費者研究領(lǐng)域中,如何掌握消費者的態(tài)度并預(yù)測消費者的行為是研究者們最關(guān)心的問題。有研究表明,內(nèi)隱態(tài)度比外顯態(tài)度更能預(yù)測一個人的消費行為。在新產(chǎn)品上市時,都會使用廣告對其進行宣傳,幽默廣告就是其中的一種。然而,幽默廣告如何影響消費者對一種新產(chǎn)品的態(tài)度及購買意向,尚未有人進行過研究。 本研究通過評價性條件反射機制,用新產(chǎn)品與幽默的配對形成對新產(chǎn)品的內(nèi)隱態(tài)度,并采用閾下評價性啟動范式檢驗被試的內(nèi)隱態(tài)度,探討了幽默廣告對消費者產(chǎn)品偏好及消費選擇的影響。 本研究包含三個研究。第一個研究分三個階段:評價性條件反射階段,形成對新產(chǎn)品的內(nèi)隱態(tài)度;閾下評價性啟動階段,采用3(啟動刺激品牌:幽默品牌、不幽默品牌、中性品牌)×2(目標詞語的詞性:積極、消極)×2(幽默分配:領(lǐng)地-幽默、潤爾-幽默)混合實驗設(shè)計,檢驗了幽默對新產(chǎn)品內(nèi)隱態(tài)度的影響;外顯評估階段,檢驗幽默圖片的發(fā)笑程度和被試對實驗意圖的覺察情況。第二個研究在研究一的基礎(chǔ)上增加了產(chǎn)品選擇階段,考察了幽默導(dǎo)致的內(nèi)隱態(tài)度改變是否會影響被試對產(chǎn)品的選擇。在研究二的基礎(chǔ)上,第三個研究模擬了真實情境下,內(nèi)隱態(tài)度改變是否還會影響被試對產(chǎn)品的選擇。正式研究共選取了105名被試。 研究結(jié)果發(fā)現(xiàn): 1.通過評價性條件反射機制,將新產(chǎn)品與幽默廣告重復(fù)配對,可以使個體對新產(chǎn)品形成積極的內(nèi)隱態(tài)度,并且這個內(nèi)隱態(tài)度可以由閾下評價性啟動程序檢驗。 2.和幽默品牌相比,不幽默廣告不會降低對新產(chǎn)品品牌的積極態(tài)度。 3.幽默廣告會引起個體對廣告中的新產(chǎn)品產(chǎn)生更多地偏愛。 4.幽默廣告通過引起內(nèi)隱態(tài)度改變間接地影響個體對新產(chǎn)品的選擇。
[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.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：F713.8;F713.55

【共引文獻】

相關(guān)期刊論文 前2條

1 何麗芳;;廣告也幽默——幾則幽默廣告案例分析[J];新聞世界;2010年S2期

2 楊思遠;王麗;;幽默廣告與產(chǎn)品的適切性[J];商場現(xiàn)代化;2011年14期

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本文編號：1746609