ISSN 0439-755X
CN 11-1911/B
主办:中国心理学会
   中国科学院心理研究所
出版:科学出版社

心理学报 ›› 2017, Vol. 49 ›› Issue (10): 1344-1356.doi: 10.3724/SP.J.1041.2017.01344

• • 上一篇    

 合作还是冲突?组合代言中代言人关系类型对广告效果的影响

 王雪芳 张红霞 陈振杰   

  1.  (北京大学光华管理学院, 北京 100871)
  • 收稿日期:2016-11-16 出版日期:2017-10-25 发布日期:2017-08-13
  • 通讯作者: 张红霞, E-mail: hxzhang@gsm.pku.edu.cn E-mail: E-mail: hxzhang@gsm.pku.edu.cn
  • 基金资助:
     国家自然科学基金资助项目(71472008, 71172031)。

 Cooperative or conflicting: The influence of endorsers’ relationship types in group endorsement on advertising effectiveness

 WANG Xuefang; ZHANG Hongxia; CHEN Zhenjie   

  1.  (Guanghua School of Management, Peking University, Beijing 100871, China)
  • Received:2016-11-16 Online:2017-10-25 Published:2017-08-13
  • Contact: ZHANG Hongxia, E-mail: hxzhang@gsm.pku.edu.cn E-mail: E-mail: hxzhang@gsm.pku.edu.cn
  • Supported by:
     

摘要:  在营销实践中, 多位代言人同时出现在一则广告中的组合代言广告日益增多, 却很少有研究关注。本文探究了组合代言中代言人关系类型(合作型组合代言vs.冲突型组合代言)对广告效果的影响。研究发现, 相对于合作型组合代言, 冲突型组合代言会产生更好的广告效果; 这种作用是通过消费者感知到的广告生动性所中介的; 消费者的情感强度可以调节这种作用, 对于情感强度较高的消费者, 冲突型组合代言能产生更好的广告效果, 而对于情感强度较低的消费者没有显著影响; 此外, 代言人之间的差异程度也可以起到调节作用, 即当消费者对组合代言中代言人们的评价相差较小时, 冲突型组合代言能提升广告效果, 当对代言人们的评价相差较大时, 则没有显著的促进作用。文章还对这些发现的理论贡献、营销启示和未来研究方向进行了讨论。

关键词:  代言人关系类型, 生动性, 广告效果, 情感强度, 代言人差异程度

Abstract:  Marketing practice has recently seen an increasing number of ads featuring more than one celebrity endorser in one ad. Although many studies have been conducted to investigate the effect of endorsement, little research attention has been given to group endorsement and hardly any studies have focused on the relationships between endorsers (cooperative vs. conflicting) in one ad. Building on the studies about advertising effectiveness and conflict, the current research proposes that the conflicting group endorsement brought stronger advertising effectiveness than the cooperative one. The mediating effect of consumers’ perceived vividness of the ad and the moderating effects of consumers’ affect intensity and the degree of discrepancy between endorsers were also examined. Two pretests and three main experiments were conducted to test the proposed hypotheses. Following the methods in previous studies, three products matching up with the two endorsers used in this study were screened in Pretest 1. The validity of the manipulation of endorsers’ relationship types were verified in Pretest 2. In Experiment 1, a one factor (endorsers’ relationship type: cooperative vs. conflicting) between subjects design with 99 participants was adopted to examine the effect of endorsers’ relationship types on advertising effectiveness and the mediating effect of consumers’ perceived vividness. The descriptions of product, endorsers and their relationship types verified in the pretests were used and advertising effectiveness and perceived vividness were measured by established scales. Following a similar procedure, a 2 (endorsers’ relationship type: cooperative vs. conflicting) × 2(affect intensity: high and low) between subjects design with 91 participants was adopted to examine the moderating effect of consumers’ affect intensity in Experiment 2. The participants’ affect intensity were measured by established scales and divided into two groups by the median. In Experiment 3, a 2 (endorsers’ relationship type: cooperative vs. conflicting) × 2(degree of the discrepancy between endorsers: high and low) between subjects design with 102 participants was adopted to examine the moderating effect of the degree of discrepancy between endorsers. The participants were asked to rate the two endorsers based on three attributes and they were further divided into two groups by the median of the absolute value of the difference. The results revealed that, compared to the cooperative group endorsement, the conflicting group endorsement had positive impact on advertising effectiveness. This effect was mediated by consumers’ perceived vividness of the ad. Furthermore, consumers’ affect intensity moderated this effect. For consumers with higher affect intensity, the conflicting group endorsement promoted advertising effectiveness, but this effect did not happen for the consumers with lower affect intensity. The degree of discrepancy between endorsers also moderated this effect. When the discrepancy of consumers’ evaluations of the endorsers in the group endorsement was small, the conflicting group endorsement had a positive effect on advertising effectiveness, but this effect did not happen when the discrepancy is large. The current research provided empirical evidence to the influence of endorsers’ relationship types in group endorsement on advertising effectiveness and its underlying process. This study expanded the research of advertising effectiveness from the perspective of endorsers’ relationship type. The results reflected the positive role of conflict and verified the effect of vividness, and also highlighted the importance of consumers’ and endorsers’ properties. Moreover, these findings provided meaningful marketing implications for practical ad design and helped a brand to choose proper endorsers in group endorsement.

Key words:  endorsers&rsquo, relationship type, vividness, advertising effectiveness, affect intensity, degree of the discrepancy between endorsers

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