ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

心理科学进展 ›› 2002, Vol. 10 ›› Issue (3): 342-349.

• • 上一篇    下一篇

名人广告效果的制约因素研究述评

王怀明;马谋超   

  1. 中国科学院心理研究所,中国科学院心理研究所 北京100101,山东大学管理学院,济南250100 ,北京100101
  • 收稿日期:1900-01-01 修回日期:1900-01-01 出版日期:2002-06-25 发布日期:2002-06-25
  • 通讯作者: 王怀明

A REVIEW OF RESEARCHES ON THE FACTORS RESTRICTING THE EFFECTIVENESS OF CELEBRITY ADVERTISING

Wang Huaiming, Ma Mouchao (Institute of Psychology, The Chinese Academy of Sciences, Beijing 10011)   

  • Received:1900-01-01 Revised:1900-01-01 Online:2002-06-25 Published:2002-06-25

PDF (PC)

3115

被引次数

32

摘要： 系统回顾了影响名人广告效果的因素,指出名人广告的效果受名人可信度的影响,名人可信度包括吸引力、专业性与可靠性3个要素,专业性与可靠性对名人广告的效果具有积极的影响,吸引力对广告效果的影响受名人与商品的一致性以及消费者的精细加工水平的制约,精细加工可能性模型与意义迁移模型进一步说明了名人广告对消费者产生影响的具体过程,在名人广告中名人形象与商品形象的一致性是影响广告效果的决定性因素。

关键词: 名人广告, 广告源模型, 可信度, 精细加工可能性模型, 意义迁移模型

Abstract: This article reviews the factors influencing the effectiveness of celebrity advertising, pointing out that the effectiveness of celebrity advertising is influenced by the celebrity抯 credibility, which includes three factors, that is, celebrity抯 attraction, expertise and trustworthiness. Expertise and trustworthiness both have positive impact on the effectiveness of celebrity advertising, but the effectiveness of attraction is restricted by the match-up between the celebrity and the product advertised as well as the consumers?elaboration level. The elaboration likelihood model and the meaning transfer model further illustrates the concrete process in which the celebrity advertising affects the consumers. The congruence between the image of the celebrity and the product advertised is the decisive factor influencing the effectiveness of the celebrity advertising. Some advice is also provided in this article to improve the effectiveness of celebrity advertising.

Key words: celebrity advertising, source model, credibility, elaboration likelihood model, meaning transfer mode