“星二代”负面信息对“星一代”代言的负面溢出效应——基于消费者思维方式的视角

摘要

本研究基于消费者思维方式的视角,检验了“星二代”负面信息对“星一代”代言的负面溢出效应,名人形象感知以及“星一代”事后反应对负面溢出效应的调节作用.采用2(思维方式:整体性与分析性)×2(“星一代”名人形象感知:正面与负面)×2(“星一代”事后反应:承认与否认)被试间实验的方法,发现与分析性思维方式的消费者相比,整体性思维方式的消费者感知到“星二代”与“星一代”代言人间更高的相似性;面对“星二代”的负面信息时,整体性思维方式的消费者的负面溢出效应大于分析性思维方式的消费者,并受到名人形象感知以及“星一代”事后反应的调节作用.%The present research based on consumers' thinking mode,explores negative spillover effects of celebrity offspring's negative message on celebrity Endorsements and the moderating effect of celebrities' image and their reaction to the negative message.The research adopts a 2(thinking mode:holistic vs.analytic) ×2 (celebrity image:positive vs.negative) ×2(celebrity's reaction:admit vs.deny) between-subject experimental method.We find that compared with analytic thinking consumers,holistic thinking consumers perceive celebrity offspring in a more similar way they perceive celebrity endorsements.In the event of celebrity offspring's negative message,the negative spillover effect of holistic thinking consumers is greater than that of analytic thinking consumers,but celebrities' image and their reaction to the negative message play a moderating role.