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谁说什么? 文化思维方式对代言人 - 信息相关性认知的影响

Mina Kwon,博士 G. Saluja R. Adaval
消费心理学杂志。 七月4,2015

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观看广告所用的文化视角可能会影响广告中产品背书者与s(他)传达的信息之间相互关联的程度。 具有集体主义思维方式的消费者倾向于以相关的方式考虑信息。 因此,他们会考虑与背书人有关的背书,这会影响他们对两者的记忆。 它还会影响收件人对背书人的消息和背书人之间的适合度的关注,并因此影响他们对广告和广告产品的判断。 另一方面,当人们具有个人主义的心态时,他们似乎将背书人和背书人视为独立的信息,对自己的身材不太敏感。 有四项研究支持了这些结论,并提供了洞悉者与消息的相关性如何影响不同文化心态条件下的说服力的见解。

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