【摘要】 使用过程分离程序,考察卷入的两方面(个人卷入与产品卷入)共同对名人广告信息加工效果的影响。发现:(1)个人卷入和产品卷入的提高都能促进受众的品牌记忆,但个人卷入的变化主要影响品牌外显记忆成绩,而产品卷入的提高则表现为内隐记忆效果的增强。说明,两者影响的是同一内部过程,但影响方式可能有异。(2)名人广告中的品牌所获得的外显记忆、内隐记忆效果均明显好于使用一般代言人的品牌;代言人类型与个人卷入或产品卷入间不存在明显的交互作用。说明,名人代言人的使用可促进广告信息的加工,且受卷入状态的影响较小。更多还原

【Abstract】 The concept of involvement receives into tremendous consideration in marketing research and particular attention in the field of advertising psychological studies.It is proved that involvement has influences on almost all kinds of consumer behaviors,such as brands searching,information processing,attitude changing and intention formation.The present study investigated how information processing of celebrity advertising could be influenced by the combination of personal involvement and product involvement by means of Process Dissociation Procedure based on the ELM model and the FCB Grid model. The experiment employed a three-factor mixed design,2(high versus low personal involvement)×2(high versus low product involvement)×2(celebrity versus non- celebrity endorser) mixed factorial,with personal involvement as the between-subject,and product involvement and advertising endorsers as the two within-subject independent variables. Fifty-four undergraduates,including 31 women,participated in the experiment.After they watched the object advertisements, they were asked to finish an inclusive task and an exclusive task.Using PDP equations:"Conscious= Inclusion performance-Exclusion performance,Automatic = Exclusion performance/(1-Conscious)",we were able to obtain an estimation of automatic influence,as well as an estimation of the amount of conscious influence associated with completing the tasks. The result indicated that a main effect of personal involvement on the explicit memory of brand was found,that is,brands with high involvement received a better score than those with low involvement.And a significant main effect of product involvement on implicit memory was found,that is,brands with high involvement received a better score than those with low involvement. Meanwhile,a main effect of endorsers on explicit and implicit memory was found,the advertisements with celebrities received better scores. The results suggested that:(1) the higher personal involvement or product involvement was,the better the brand memory was. But personal involvement mainly affected explicit memory while product involvement affected implicit one.This might mean that the two important integrated elements of involvement influenced the same underlying processes,that is,the level of activation for units of information and brands in the memory,but the mode of influences from product involvement might not be the same as from personal involvement.That is,the improvement of personal involvement helped increase the memory efficiency of the brand without the advertising information being attenuated,and the improvement of product involvement might help lower the threshold and resulted in the possibility of better implicit memory.(2) celebrity advertising could be expected to have a stronger advantage,which was proved to be effective for the audience under different states of involvement.In addition,applications for advertising are discussed.更多还原