论文部分内容阅读
为了考察模特类型和模特表情如何影响消费者对模特的态度,研究进行了三个行为学实验。研究结果发现,模特表情会显著影响消费者对模特的态度,被试对愉快表情的模特态度要好于平静表情。模特类型对消费者态度没有显著影响效应,当模特吸引力类似时,本土模特和非本土模特对被试态度的影响效应没有显著差异。模特类型和模特表情的交互效应显著,与本土模特相比,非本土模特增强了模特表情对消费者态度的影响效应。模特类型和模特表情的交互效应在不同产品类型中有所不同,对于高唤起产品,被试对愉快表情的非本土模特态度最好;对于低唤起产品,被试对平静表情的本土模特态度最好。
In order to examine how the model type and model expression affect consumers’ attitudes toward the model, three behavioral experiments were conducted. The study found that model expressions can significantly affect consumers ’attitudes towards models, and participants’ attitude toward happy expressions is better than calm expressions. The model type has no significant effect on the attitude of consumers. When the attractiveness of model is similar, the effect of local model and non-native model on the attitude of the participants is not significantly different. The interaction effect between model type and model expression is significant. Compared with the local model, the non-native model enhances the effect of model expression on the attitude of consumers. The interaction between model type and model expression varies among different product types. For highly evocative products, subjects are best at non-native models with pleasant facial expressions. For the low-evoke products, the participants’ attitudes towards local models with calm expression are the most it is good.