广告中代言人与产品一致性认知的ERPs研究  

ERPs research on the cognition of celebrity-product congruence in advertising

作　　者：王浩 石蕊[2] WANG Hao;SHI Rui(College of Economic and Management,Tianjin University of Science and Technology,Tianjin 300222,China;College of Economic and Management Yanshan University,Qinhuangdao 066004,China)

机构地区：[1]天津科技大学经济与管理学院,天津300222 [2]燕山大学经济管理学院,秦皇岛066004

出　　处：《中国传媒大学学报（自然科学版）》2022年第3期73-82,共10页Journal of Communication University of China：Science and Technology

基　　金：教育部人文社会科学基金项目(20YJC860027);河北省自然科学基金项目(G2021203014)。

摘　　要：采用词对范式,使用事件相关电位(ERPs)技术探讨消费者对广告中名人代言人与产品一致性的认知神经过程。在低级信息处理阶段,受众对名人/非名人信息较为敏感,名人代言不同档次产品比非名人所诱发的P2振幅更大,反映了早期注意资源分配和低级别分类评估的差异性;在后期类别化处理阶段,受众从整体上对名人与产品的一致性加工,与认知冲突和分类相关的N400表现出较大差异,非名人代言高档产品诱发了最大N400。本研究提取名人广告一致性的内隐性指标,揭示了受众对广告中产品“物”以“人”聚的“两阶段”认知过程,推动了广告传播认知心理学的理论研究与实践拓展。Using a word-pair paradigm,event-related potentials(ERPs)techniques are used to explore the cognitive neural processes underlying consumers’perceptions of celebrity-product congruence in advertising.In the low-level information processing stage,the audience is more sensitive to celebrity/non-celebrity information,and the P2 amplitudes induced by celebrity endorsement of products of different grades are larger than that of non-celebrity endorsement,reflecting the difference in early attention resource allocation and low-level classification evaluation process.In the later stage of categorization processing,the audience processed the consistency between celebrities and products as a whole,and the N400 related to cognitive conflict and classification showed great differences.Non-celebrity endorsement of high-end products induced the largest N400.This study extracts the implicit indicators of celebrity advertising consistency,and reveals the"two-stage"cognitive process of audiences′classification of"products"by"spokesperson",which promotes the theoretical research and practice of advertising psychology.

关 键 词：名人代言 产品档次 一致性 P2 N400 

分 类 号：TN911.7[电子电信—通信与信息系统]