【作者】 林树；

【导师】 张一中；

【作者基本信息】 南京师范大学 ， 基础心理学， 2003， 硕士

【摘要】 本文大体上分为三部份。第一部分主要对与性别差异的研究内容及其起源有关的探索进行回顾，对研究者们已经提出的相关理论进行介绍，并就性别差异对广告研究的意义相关的已有研究简要阐述。第二部分主要说明本研究所采用的研究工具——PDP(过程分离程序)的原理，及其在广告研究中的操作方法。第三部分为实验研究，探讨在不同性别代言人条件下，不同性别的被试对其所代言的广告品牌的控制性加工和自动化加工水平上有无性别差异。 在第三部分即本实验研究中，实验一表明，无广告代言人条件下，被试对广告品牌的控制性加工和自动化加工均不存在性别差异。实验二发现，在男性代言人条件下，男性受众对同性所代言品牌的自动化加工水平显著高于女性被试，并且亦高于无代言人条件下对目标品牌的自动化加工。在女性代言人条件下，女性受众对同性所代言品牌的自动化加工水平显著高于男性被试。无论在男性还是女性代言人条件下，不同性别受众对品牌的控制性加工无明显差异。实验三的结果表明，伴随目标品牌同时呈现男女代言人的条件下，被试对目标品牌的控制性加工和自动化加工均不存在性别差异，因此接受假设1：男性被试和女性被试对目标品牌的自动化加工都会提高，从而不会表现出显著的性别差异，而控制性加工依然不会出现显著的性别差异。但是与无代言人条件下相比，男女被试对目标品牌的加工也没有体现出易化效应，因此否定假设2：在男女代言人同时出现的条件下，男女被试对其代言的品牌的自动化加工高于无代言人条件下对目标品牌的自动化加工的水平。文章用图式理论解释了大部分实验结果。 最后，文章阐述了该实验研究在理论发展上与广告实践中的意义，并对以后如何作进一步的深入研究提出了建议。更多还原

【Abstract】 This dissertation is substantially composed of three parts. First comes with the review to the research and the relevant theories on the gender differences, and the significance of which to Ads is also introduced. In the following part, PDP( Process Dissociation Procedure), which is the instrument of this research, is put forward and its manipulation in Ads research is also introduced. Study in the third part consists of there experiments, which explore the gender differences on the controlled processing and automatic processing (PU) to the brands going with the male spokesman or female spokesman or both in Ads.In the third section, the results of experiment 1 suggest that no gender difference on PC and PU are found without spokesman. Experiment 2 suggest that male’s automatic processing to the brand is better than female significantly and with only male spokesman, and also better compared with the condition without spokesman. Meanwhile, female’s automatic processing to the brand is better than male significantly with only female spokesman. However, no gender differences are found in controlled processing to the brand no matter the spokesman is male or female. It is found in the experiment 3 that gender differences don’t appear in both controlled and automatic processing to the brand with male and female spokesman simultaneously. Nevertheless, no facility effect is found in both male and female to the brand with male and female spokesman simultaneously compared with the condition without no spokesman. Scheme theory is used to interpret most results successfully and logically. In the end of this dissertation, the meaning in the theory and the guidance to Ads are proposed, and so is the advice to future research.更多还原