摘要
本研究从自动化加工和控制性加工这个视角研究了名人效应的心理加工机制。实验运用加工分离程序 ,探讨了不同年龄阶段的受众对名人广告的信息加工模式。结果发现 :( 1 )名人效应是一个普遍存在的现象 ,与用一般消费者做代言人相比 ,青少年、成年人 (大学生 )以及老年人对名人广告均明显存在更多的自动化加工 ,且加工水平没有年龄差异。但是 ,老年人的控制性加工明显低于其他两组 ;( 2 )在非注意条件下 ,代言人的专业化程度明显地影响了大学生组的控制性加工 ,但与各组被试的自动化加工都关系不大。
The psychological mechanism of celebrity effect was studied from the perspective of automatic and controlled processing. Information processing modes of ads with celebrities of different ages were discussed by means of the Processing Dissociation Procedure. The results showed: 1)celebrity effect was a commonly phenomena. Compared with ordinary spokesmen, all of the subjects, teenage, undergraduate and aged, were more aroused in automatic processing celebrity spokesman, and there was no age difference. The controlled processing of the aged was significantly lower than that of the other two groups; 2)under the condition of divided attention, the expert level of spokesmen had a great effect on the controlled processing of undergraduates, but had insignificant relationship with the automatic processing of all groups. These findings may contribute to the adoption of advertising strategies.
出处
《心理科学》
CSSCI
CSCD
北大核心
2003年第1期37-40,共4页
Journal of Psychological Science
基金
复旦大学文科博士青年基金资助
项目编号 0 1BSJJ0 2 0
