名人代言广告的内隐记忆及行为研究  

Research on Implicit Memory and Behavioral of Advertisement by Celebrity

作　　者：贺伟婕[1] 宁侃 

机构地区：[1]重庆文理学院教育学院 [2]湖南师范大学教育科学学院

出　　处：《广告大观（理论版）》2013年第1期67-73,共7页Journal of Advertising Study

基　　金：重庆文理学院校级科研项目支持

摘　　要：目的:探讨品牌代言人的吸引力和与广告产品的相关程度对消费者的眼动和内隐记忆效果的影响。方法:随机选取30名大学生,通过加工分离程序实验以及眼动实验,研究代言人吸引力和产品与代言人的相关程度对消费者内隐记忆效果的影响。结果:代言人相关程度对广告内隐记忆效果影响显著,而吸引力对广告内隐记忆效果影响不显著;代言人的注视时间上,代言人吸引力和相关程度的主效应均不显著,商标注视时间上,代言人吸引力和相关程度的主效应均不显著。结论:代言人的吸引力不能对广告的内隐记忆效果产生明显的影响;高相关代言人的内隐记忆明显优于低相关代言人;商标的眼动成绩明显优于名人的眼动成绩。Objective： to expl-ore the appealing and brand spokesperson with advertising products related degree to consumer＇s eye movement and implicit memory effect. Methods： 30 college students randomly selected by machining separation process experiment and eye movement experiment, the spokesperson attraction and products and spokesperson for consumers the relevance of the impl.icit memory effect. Results： spokesperson for advertising related degree imp[i advertising is not significant; At the cit memory effects attraction to significant, but impl.icit memory effects on time, the representative of the correl.ation of attraction and spokesperson for main effect is not significant, trademark, spokesman at the time the correlation of appeal and the main effect is not significant. Conclusion： spokesperson for advertising can appeal, of impticit memory effect of the apparent effect; High and relevant spokesperson implicit memory obviousl.y better than the low related spokesperson; Cel-ebrity appeal, for advertising eye movement with correl.ation is not significant resutt nfluence

关 键 词：名人代言 广告 眼动 内隐记忆 加工分离程序 

分 类 号：F713.8[经济管理—广告]