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The effects of source likeability and need for cognition on advertising effectiveness under explicit persuasion

机译：在明确的说服力下，来源可喜度和认知需求对广告效果的影响

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摘要

While there is evidence that an endorser's likeability plays a determining role in the advertising effectiveness of explicit persuasive appeals, this paper examines the impact of the need for cognition (NFC) as a moderator of this relationship. We find that this effect holds, as predicted, for individuals with lower NFC, but not for those with higher NFC. Furthermore, the effects of explicit persuasion and the endorser's likeability on evaluations of products or services by lower-NFC consumers were found to be mediated by the attribution of self-interest. In contrast, advertising effectiveness for higher-NFC consumers was predictable only by the valence of their cognitive responses to the product.
机译：尽管有证据表明，背书人的可喜程度在明确的说服性呼吁的广告效果中起着决定性的作用，但本文研究了认知的需要（NFC）对这种关系的调节作用。我们发现，正如预期的那样，对于NFC较低的个人，但对于NFC较高的个人，这种影响仍然成立。此外，发现低端NFC消费者对产品或服务的评价有明确的说服力和认可者的喜好，其影响是由自身利益的归因所介导的。相比之下，NFC较高的消费者的广告效果只能通过其对产品的认知反应的效价来预测。

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  • 来源
    《Journal of Consumer Behaviour》 |2009年第4期|179-191|共13页
  • 作者

    Marc-André Reinhard; Matthias Messner;

  • 作者单位

    Department of Social Psychology, University of Mannheim, A5, 68131 Mannheim, Germany;

    Department of Social Psychology, University of Mannheim, A5, 68131 Mannheim, Germany;

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