基于搜寻匹配视角的代言人负面信息影响机制研究

Research on the Influencing Mechanism about Endorser's Negative Information Based on Search-alignment Prospective

基于搜寻匹配理论,本研究提出:消费者对代言人负面信息的感知可诊断性,以及负面信息与代言人形象的可匹配性,是影响消费者对代言人及所代言品牌态度改变的关键因素。本研究通过一系列的预实验与主实验,采用3×2组间因子设计,验证了主要假说。实验结果表明,当代言人负面信息与代言人形象相匹配时,消费者对代言人及代言品牌的态度改变最大。

Based on search-alignment theory,this paper proposes that consumers' perceived diagnosticity and the commensurability between negative information and endorser image are the key factors that would influence the attitude revision toward endorser and brand.By a series of pretests and a main experiment,our hypotheses are tested by 3×2 between-group factor design.Results suggest that the attitude revision toward endorser and brand is the greatest when endorser's negative information aligns with endorser image.