The Research Of Self-reference Effect On The Psychological Effect Of Advertisement

China is under a era of the full access to the "Internet +" in the 21 st century,various industries start a tremendous change,especially the information media industry.In today's society,the quality of goods is no longer the only one of the important factors of the customers' concern,consumers are gradually pursuing the goods that can reflect the spirit of their self-worth.People begin to pour the emotional satisfaction on a product,which makes the ensure of the quality of goods and pay more attention to the spirit of the consumer level of satisfaction at the same time.With the improvement of people 's living standard,the price begin to become less important than before.At this time,when a certain commodity which can meet the audience a psychological pursuit and needs or self-worth,the commodity will begin to stand out in many similar commodities.The self-reference effect can help advertisers highlight the value of goods,closer to the emotional distance of goods and consumers,improve the product's own brand image.This study suggests that the self-reference effect can stimulate the positive emotion of the participants while promoting the audience's memory of the product,thus improving the audience's evaluation of the product and leading to a high level of purchasing behavior.Experiment one investigates the effect of different reference levels on the psychological effects of advertising,mainly from the emotional and cognitive aspects,focusing on emotional characteristics,product characteristics,recall,product evaluation and purchase willingness measurement.The results show that subjects at the self-reference level produce a more positive emotional experience,which leads to a higher level of brand evaluation,and self-reference effects promote the correct recall of the characteristics of the product,leading to a high level of the buying behavior.Experiment two investigates whether the self-reference effect promotes correct memory and promotes the generation of false memory further.The degree of false memory atdifferent reference levels was examined using adapted DRM vocabularies of advertising vocabularies.The results show that the subjects in the self-reference level have a higher level of false memory,and the most obvious reflection in the key lure project.Experiment three introduces different levels of emotions,using the Misguided Information Interference Paradigm,to examine the degree of false memory of the events generated by the different emotional levels of the subjects under the self-reference effect.The experimental results show that under the self-reference level,the subjects with positive emotions are more likely to produce a high-level false memory under misleading information,and the high-level false memory will be closely linked with the advertisements and positive emotions,leading to a positive evaluation of the product and a high rate of purchase,which will bring a good advertisement effect in the end.