广告拟人化对产品态度的影响:基于眼动的证据
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摘要
现有关于拟人化对产品态度影响的研究多着力于是否采用拟人化,而对拟人化程度的影响则鲜有涉及。文章采用眼动追踪技术,并引入大脑优势与产品类别作调节变量,考察不同拟人化程度对产品态度的影响作用。研究发现:不同程度的拟人化广告获得的注意力和产品态度存在显著差异;对于享乐型产品,"拟人化程度—产品态度"呈U型关系;对于功能型产品,右脑型个体的实验结果与享乐型产品相同,而左脑型个体的"拟人化程度—产品态度"呈■型关系。
The prior research about the effect of anthropomorphic ads on product attitude concentrates on whether anthropomorphic ads should be used or not,but the research about the impact of anthropomorphic level is rare.This paper uses advanced eye movement tracking technology of social psychology field,taking cerebral dominance and product type as moderate variables,to explore the effect of anthropomorphic level on product attitude.Our research shows that anthropomorphic level(low vs middle vs high)is significant in its impact on attention and product attitude.For hedonic products,a U-shaped relationship exist between anthropomorphic level and product attitude.For the functional product,the experimental results of individuals with right sides of the brain being more dominant are similar to that of the hedonic products,while the shape between anthropomorphic level and product attitude is "■" for individuals with left sides of the brain being more dominant.
The prior research about the effect of anthropomorphic ads on product attitude concentrates on whether anthropomorphic ads should be used or not,but the research about the impact of anthropomorphic level is rare.This paper uses advanced eye movement tracking technology of social psychology field,taking cerebral dominance and product type as moderate variables,to explore the effect of anthropomorphic level on product attitude.Our research shows that anthropomorphic level(low vs middle vs high)is significant in its impact on attention and product attitude.For hedonic products,a U-shaped relationship exist between anthropomorphic level and product attitude.For the functional product,the experimental results of individuals with right sides of the brain being more dominant are similar to that of the hedonic products,while the shape between anthropomorphic level and product attitude is "■" for individuals with left sides of the brain being more dominant.
引文
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[23] PIETERS R,WARLOP L,WEDEL M.Breaking through the clutter:benefits of advertisement originality and familiarity for brand attention and memory[J].Management Science,2002,48(6):765-781.
[24] MASAHIRO M.The uncanny valley[J].Energy,1970,7(4):33-35.
[2] 汪涛,谢志鹏.拟人化营销研究综述[J].外国经济与管理,2014,36(1):38-45.
[3] MIKLINCER M,SHAVER P R.Can’t buy me love:an attachment perspective on social support and money as psychological buffers[J].Psychological Inquiry,2008,19(3-4):167-173.
[4] DELBAERE M,MCQUARRIE E F,PHILLIPS B J.Personification in advertising[J].Journal of Advertising,2011,40(1):121-130.
[5] WINDHAGER S,HUTZLER F,CARBON C C.Laying eyes on headlights:eye movements suggest facial features in Cars[J].Collegium Antropologicum,2010,34(3):1075-1080.
[6] 冯文婷,汪涛,魏华,等.孤独让我爱上你:产品陈列对孤独个体产品偏好的影响[J].心理学报,2016,48(4):398-409.
[7] MARINA P,HYOKJIN K,JOSEPH F R.Ads are watching me[J].International Journal of Advertising,2013,32(4):513-538.
[8] EPLEY N,WAYTZ A.Mind perception[M]//GILBERT D T,FISKE S T,LINDZEY G.The Handbook of Social Psychology:5th ed.Hoboken,NJ:Wiley,2010:498-541.
[9] KIM S,MCGILL A L.Gaming with Mr.Slot or gaming the slot machine?power,anthropomorphism,and risk perception[J].Journal of Consumer Research,2011,38(1):94-107.
[10] EPLEY N,AKALIS S,WAYTZ A.Creating social connection through inferential reproduction:loneliness and perceived agency in gadgets,gods,and greyhounds[J].Psychological Science,2008,19(2):114-120.
[11] AGGARWAL P,MCGILL A.Is that car smiling at me?schema congruity as a basis for evaluating anthropomorphized products[J].Journal of Consumer Research,2007,34(4):468-479.
[12] LANDWEHR J R,MCGILL A L,HERRMANN A.It’s got the look:the effect of friendly and aggressive ‘facial’ expressions on product liking and sales[J].Journal of Marketing,2011,75(3):132-146.
[13] PUZAKOVA M,KWAK H,ROCERETO J F.When humanizing brands goes wrong:the detrimental effect of brand anthropomorphization amid product wrongdoings[J].Journal of Marketing,2013,77(3):81-100.
[14] MCQUARRIE E F,PHILLIPS B J.Indirect persuasion in advertising[J].Journal of Advertising,2005,34(2):7-20.
[15] PLATEK,KYRRE S M,NIAL L,et al.Neural correlates of self-face recognition:an effect-location meta-analysis[J].Brain Research,2008,1232(9):173-184.
[16] 陈建翔.左右脑功能差异研究对学习方式变革的若干启示[J].江苏教育研究,2010,5(13):32-35.
[17] MERLIN C W.The Human Brain,Englewood Cliffs[M].NY:Prentlce-Hall,Inc.,1969.
[18] CARMODY D PLEWIS M.Brain activation when hearing one’s own and other’s names[J].Brain Research,2006,1116(1):153-158.
[19] WITTROCK,MERLIN C.The Human Brain,Englewood Cliffs[M].NY:Prentlce-Hall,Inc.,1977.
[20] WEXLER,BRUCE E.Cerebral laterality and psychiatry:a review of the literature[J].The American Journal of Psychiatry,1980,137(3):279-89.
[21] GLOCKNER A,WITTEMAN C.Beyond dual-process models:a categorization of processes underlying intuitive judgement and decision making[J].Thinking & Reasoning,2010,16(1):1-25.
[22] ZHOU L,WANG Z J,RAO L L,et al.A scanpath analysis of the risky decision-making process[J].Journal of Behavioral Decision Making,2016,29(2-3):169-182.
[23] PIETERS R,WARLOP L,WEDEL M.Breaking through the clutter:benefits of advertisement originality and familiarity for brand attention and memory[J].Management Science,2002,48(6):765-781.
[24] MASAHIRO M.The uncanny valley[J].Energy,1970,7(4):33-35.