摘要
本研究通过实验考察了名人与产品的一致性对名人广告效果的影响 ,结果表明 ,名人为高档商品做广告时 ,广告效果优于非名人广告效果 ,为低档商品做广告时 ,非名人广告效果优于名人广告效果 ,进一步分析表明 。
This study investigates the influence of the congruence between the celebrity and the product endorsed on the effectiveness of celebrity advertising. The result indicates that celebrity advertising is more effective than non-celebrity advertising when a high-grade product is endorsed, but non-celebrity advertising is more effective than celebrity advertising when a low-grade product is endorsed. Further analysis shows that the audience' s belief of the possibility of the celebrity' s using the product endorsed is an important psychological mechanism restricting the effectiveness of celebrity advertisements.
出处
《心理科学》
CSSCI
CSCD
北大核心
2004年第1期198-199,共2页
Journal of Psychological Science
