对广告信息加工的性别差异

Gender Differences in Information Processing to Advertising

研究者运用加工分离程序(PDP),探讨了在不同性别的广告代言人条件下,不同性别的目标受众对其所代言品牌在控制性加工和自动化加工水平上的差异。结果发现:(1)在男性代言人条件下,男性受众对其所代言品牌的自动化加工水平明显高于女性被试,两者控制性加工水平差异不显著;(2)在女性代言人条件下,女性受众对其所代言的品牌的自动化加工水平明显高于男性被试,两者的控制性加工水平差异不显著。实验结果对广告的设计与制作有着借鉴意义。

A process dissociation procedure was used to examine the gender differences in the controlled and automatic processing of the brands with the spokes-character of different gender. The results showed that： （ 1 ） male consumers elicited higher automatic processing level than female as to the brands with the male spokes-character, and （2） female consumers elicited significantly higher automatic processing level than male as to the brands with the female spokescharacter. And no significant differences were found in the controlled processing of the brands between male and female consumer under both conditions. These findings are assumed to be of some value to the advertisement designing.