摘要
本实验用内隐联想测验来研究受众对性诉求广告的内隐态度及其内隐效果,同时从卷入程度与商品性感相关程度两个维度来分析不同商品的广告中性诉求元素运用的作用是否有差异。研究发现:性诉求组广告的内隐评价及其内隐效果均高于非性诉求组,并且差异显著;不同卷入程度商品的广告,在内隐态度上性诉求元素运用作用差异显著,内隐效果上差异不显著;不同性感相关程度商品的广告,在内隐态度和内隐效果上性诉求元素运用作用差异均不显著。
This research examined consumers＇ attitude towarts sexually appealing ads and their commodities with the hnplicit Association Test, and analysed that if the degree of involvement and sexual correlation of the commodities could influence the effect of sexual ads. In the research, we found that the attitude to wards sexual ads and their commodities was better than non-sexualyappealing ads and their commodities; among the commodities of different degree of involvement, there is a significant difference in the attitude towards ads, but no significant differentce in the attitude towards commodities; among the commodities of different degrees of sexual relation, there is no significant differentce in the attitude towards ads and commnodities.
出处
《心理科学》
CSSCI
CSCD
北大核心
2010年第4期969-971,共3页
Journal of Psychological Science
关键词
性诉求广告
内隐态度
内隐效果
卷入程度
商品性感相关度
Sexual Ads, implicit attitude, implicit effect, degree of involvement, degree of sexy correlation
作者简介
通讯作者：彭彦琴。Email：yanqinpeng@126．com
