| 大学生消费群广告名人效应的心理加工机制研究 |
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| 引用本文： | 陈宁.大学生消费群广告名人效应的心理加工机制研究[J].人类工效学,2002,8(2):16-19. |
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| 作者姓名： | 陈宁 |
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| 作者单位： | 复旦大学管理学院企业管理系,上海,200433 |
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| 基金项目： | 复旦大学文科博士青年基金资助 (项目编号 :0 1BSJJ0 2 0 ) |
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| 摘 要： | 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，探讨了大学生消费对名人广告的信息加工模式。结果发现：①与用一般消费做代言人相比，大学生消费对名人广告明显存在更多的自动化加工；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消费的控制性加工，但与自动化加工关系不大。
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| 关 键 词： | 大学生消费群 广告 名人效应 心理加工机制 |
| 文章编号： | 1006-8309(2002)02-0016-04 |
| 修稿时间： | 2002年1月14日 |
Study of the Mechanism of Psychological Processing of Undergraduates for Celebrity Effect in Advertising |
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| CHEN Ning.Study of the Mechanism of Psychological Processing of Undergraduates for Celebrity Effect in Advertising[J].Chinese JOurnal of Ergonomics,2002,8(2):16-19. |
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| Authors: | CHEN Ning |
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| Abstract: | Using celebrity as spokesperson in advertising is a commonly used manifestation in modern advertising originality. The psychological mechanism of celebrity effect is studied from the perspective of automatic and controlled processing. Information processing modes of celebrity ad. are discussed by using Processing Dissociation Procedure. Results show: (1) Compared with ordinary spokesperson, subjects are aroused more automatic processing for celebrity spokesperson; (2) Under the condition of divided attention, the expert level of spokesperson has great effect on the controlled processing of undergraduates, but has insignificant relationship with automatic processing. |
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| Keywords: | undergraduates advertising celebrity effect mechanism of psychological processing |
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