多人组合代言对消费者广告态度的影响
——基于自我建构视角的分析

摘要/Abstract

摘要： 在营销实践中，有些企业会选择多个代言人出现在同一个广告的多人组合代言，而同一类型与不同类型代言人组合，可能产生不同的广告效果。本文基于自我建构理论视角实证分析不同类型的多人组合代言对消费者广告态度的影响：相对于不同类型的多人组合代言，同一类型的多人组合代言会产生更好的广告态度，这种作用是通过信息处理流畅性对广告态度产生的，而个体不同的自我建构可以调节这种作用。具体来看，对于独立型自我建构的消费者，同一类型的多人组合代言广告态度较好；对于关联型自我建构的消费者，不同类型的多人组合代言广告态度较好。本文的眼动数据的分析结果进一步支持了这些结论，并提供了可能的解释。

关键词: 多人代言, 自我建构, 信息处理流畅性, 广告态度

Abstract: In marketing practice，some enterprises will choose a number of celebrity endorsements in one advertisement simultaneously. However, different group endorsement types(the same type of group Vs different types of group) may produce different advertising effects. From the perspective of self-construal theory, the paper examines the effects of multiple celebrity endorsement advertisement on consumer′s advertising attitude: compared to the different types of group endorsement, the same type of group endorsement will bring better advertising attitude. This effect is mediated by consumers′ perceived processing fluency of the advertisement, and is moderated by consumers′ self-construal. Specifically, for the independent self-construal consumers, the same type of multiple celebrity advertising attitude is better; for the associated self- construal consumers, different types of multiple celebrity endorsement attitude is better. The result of the analysis of the eye movement data further supports these conclusions and provides a possible explanation.

Key words: multiple celebrity endorsement, self-construal, processing fluency, advertising attitude

龚艳萍，许焕. 多人组合代言对消费者广告态度的影响 ——基于自我建构视角的分析[J]. 商业研究.

GONG Yan-ping, XU Huan. The Effects of Multiple Celebrity Endorsement on Consumer′s Advertising Attitude: An Analysis from the Perspective of Self-Construal Theory [J]. 商业研究.

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多人组合代言对消费者广告态度的影响 ——基于自我建构视角的分析

The Effects of Multiple Celebrity Endorsement on Consumer′s Advertising Attitude: An Analysis from the Perspective of Self-Construal Theory

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