广告诉求方式与品牌偏好匹配效应的实验研究  

Experimental Study about Matching Effect of Style of Advertising Appeals and Brand Preference

作　　者：黎光明[1] 王幸君 蒋欢[1] 梁正妍 

机构地区：[1]华南师范大学心理学院心理应用研究中心,广州510631

出　　处：《心理研究》2015年第6期60-65,共6页Psychological Research

基　　金：2014年国家自然科学基金面上项目(31470050);教育部人文社会科学研究青年基金项目(12YJC190016);广东省教育科学"十二五"规划2011年度研究项目(2011TJK161);广东省高等院校学科建设专项资金项目育苗工程(人文社科)(2012WYM_0108);广州市教育科学十二五规划2012年度面上一般课题(12A019);华南师范大学2014年度校级高等教育教学研究和改革项目(教学[2014]52号)

摘　　要：采用实验法,探讨广告诉求方式与品牌偏好对品牌购买意愿的影响。实验以48名大学生为被试,以4幅MP3广告为材料,与问卷法相合,采用2(理性诉求方式/感性诉求方式)×2(偏好品牌/非偏好品牌)的被试间实验设计。结果表明:(1)广告诉求方式与品牌偏好交互效应显著,偏好品牌理性诉求优于感性诉求,非偏好品牌感性诉求优于理性诉求,广告诉求方式与品牌偏好存在"匹配效应";(2)不同广告诉求方式下,无论是偏好品牌还是非偏好品牌,前购买意愿对后购买意愿产生显著的影响,偏好品牌前后购买意愿改变不显著,非偏好品牌前后购买意愿改变显著。Using experimental methods, the study explored how style of advertising appeals and brand preference affected on purchase intention. With 48 college students as the research object and 4 MP3 advertisings as stimulus, the study adopted 2（rational advertising appeal / perceptual advertising appeal） ×2（preferred brand / non-preferred brand） with questionnaires through experimentation. The results showed that：（1）The interaction effect of style of advertising appeals and brand preference was significant. The main effect of advertising appeals and brand preference were not significant. As for preferred brand, using rational advertising appeal was better than using perceptual advertising appeal. There was a matching effect between advertising appeals and brand preference.（2） Basing on different advertising appeals, prior-advertising attitude had significant effect towards post-advertising one whether preferred brand or non-preferred brand. Purchase intention for preferred brand did not change significantly, but purchase intention for nonpreferred brand did not change significantly.

关 键 词：广告诉求方式 品牌偏好 购买意愿 MP3广告 匹配效应 

分 类 号：B848[哲学宗教—心理学]