名人负面新闻对名人广告源喜爱度的伤害原因研究  

A Research on the Reason of the Damage Caused by Celebrities' Negative News to their Likeability Source

作　　者：尚玮[1] 杨洋[2] 

机构地区：[1]成都信息工程学院商学院,四川成都610065 [2]四川大学工商管理学院,四川成都610065

出　　处：《海南大学学报（人文社会科学版）》2011年第2期80-85,共6页Journal of Hainan University （Humanities & Social Sciences）

摘　　要：以名人负面新闻为背景,以新闻受众的语言描述为基础,运用心理学和传播学的相关理论,构建了5个伤害名人广告源喜爱度的原因因子;通过问卷开发、因子分析和因果关系验证3个步骤对伤害原因进行了实证检验,并发现了伤害名人广告源喜爱度的3个原因,即形象认知失调、从业形象受损和人事对偶联接。This essay takes celebrities＇ negative news as background, and with relevant theories m psychology and communication, constructs five reasons for the damage to celebrity likeability source on the basis of news audience＇ s language description. The author empirically tested the above damaging reasons with questionnaire, factor analysis and causality validation, which led to the discovery of the three main reasons for the damage to celebrity likeability source, namely, dissonance in cognitive image, damage to professional image and disturbance in interpersonal relation.

关 键 词：负面新闻 名人喜爱度 伤害原因 

分 类 号：G210[文化科学—新闻学]