【摘要】：隨著經(jīng)濟(jì)的發(fā)展和各種消費(fèi)產(chǎn)品的極大豐富,廣告作為一種產(chǎn)品介紹和宣傳方式充斥著我們生活的方方面面。廣告的核心作用在于向消費(fèi)者介紹產(chǎn)品的信息、展現(xiàn)產(chǎn)品以及該品牌的文化和形象,從而使消費(fèi)者對(duì)其產(chǎn)生積極的態(tài)度,進(jìn)而引起購買行為。不同卷入程度的產(chǎn)品,不同的廣告訴求方式,會(huì)對(duì)消費(fèi)者的外顯和內(nèi)隱態(tài)度產(chǎn)生如何的影響；不同的產(chǎn)品,應(yīng)該選取什么廣告方式會(huì)產(chǎn)生更好的效果,是本研究討論的重點(diǎn)。 本論文包括三個(gè)部分。第一部分回顧和總結(jié)了前人有關(guān)廣告訴求方式、卷入度和外顯、內(nèi)隱態(tài)度的一系列理論研究,為本研究搭建了比較完善的理論框架,并提出了本研究的假設(shè)。 論文的第二部分是實(shí)證研究,包括三個(gè)實(shí)驗(yàn)。第一個(gè)實(shí)驗(yàn),隨機(jī)選取華東師范大學(xué)本科學(xué)生作為被試,采用單因素實(shí)驗(yàn)設(shè)計(jì),討論不同的廣告訴求方式(情感廣告／理性廣告)對(duì)消費(fèi)者態(tài)度(外顯／內(nèi)隱)的影響。通過預(yù)實(shí)驗(yàn),選擇出喜愛度匹配的產(chǎn)品和相應(yīng)的兩類訴求方式的廣告作為實(shí)驗(yàn)材料,分別通過問卷和IAT方法對(duì)被試的外顯和內(nèi)隱態(tài)度進(jìn)行測(cè)量。結(jié)果顯示,在外顯態(tài)度上,情感廣告更受歡迎,但與理性廣告的差異不顯著；男生相對(duì)女生更喜歡理性廣告,但差異也不顯著。在內(nèi)隱態(tài)度上,被試則對(duì)情感廣告給予顯著高的積極態(tài)度；無論男生還是女生,都更顯著地喜歡情感廣告。實(shí)驗(yàn)二,在實(shí)驗(yàn)一的基礎(chǔ)上引入卷入程度這個(gè)概念,考察不同卷入度產(chǎn)品采取不同訴求方式的廣告,對(duì)消費(fèi)者外顯態(tài)度的影響。結(jié)果顯示,總體來說被試對(duì)高卷入產(chǎn)品產(chǎn)生更加顯著積極的態(tài)度；相較于理性廣告,被試對(duì)感性廣告的產(chǎn)品產(chǎn)生更加顯著高的積極態(tài)度；對(duì)于高卷入產(chǎn)品來說,理性廣告產(chǎn)生的外顯積極效果略高于感性廣告,但是這種外顯態(tài)度上的差異不顯著。實(shí)驗(yàn)三,在實(shí)驗(yàn)二的條件基礎(chǔ)上,考察不同卷入度產(chǎn)品,采用不同訴求方式的廣告對(duì)消費(fèi)者內(nèi)隱態(tài)度的影響。結(jié)果顯示,對(duì)于低卷入產(chǎn)品來說,被試對(duì)理性廣告中的產(chǎn)品的內(nèi)隱態(tài)度顯著低于感性廣告中的產(chǎn)品；對(duì)于高卷入產(chǎn)品,消費(fèi)者更容易接受理性廣告的宣傳；對(duì)于低卷入產(chǎn)品,消費(fèi)者更容易接受感性廣告的宣傳。 本文最后對(duì)整個(gè)研究進(jìn)行總結(jié)和討論。在指出了本研究的理論意義和實(shí)際的應(yīng)用價(jià)值的同時(shí),也對(duì)本研究中還存在的一些不足之處進(jìn)行反思,并對(duì)未來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.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F713.5;F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 尚大吉;明星代言人丑聞如何影響消費(fèi)者態(tài)度？[D];華中農(nóng)業(yè)大學(xué);2012年

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本文編號(hào)：2318817