The Research On Matching Cognition Of Endorser And Product Based On Erps Analysis

As the market competition becomes more and more fierce,many companies do not hesitate to hire celebrities as their product endorsers,but the celebrity endorsement does not automatically benefit the products or brands.Traditional research shows that there are many factors that influence the effectiveness of advertising.Among them,the consistency of the endorser characteristics and product attributes is crucial.However,there are still many controversies in the series of questions about the dimensions of how endorsers and products match,and what the criteria for matching are.Moreover,cognitive neuroscience research has found that more than 90% of information is subconsciously processed in the brain,and this process plays an important role in consumer purchase decision-making.A clear understanding of the mechanisms behind advertising remains a topic of constant concern for researchers.Based on the previous studies,this thesis combines behavioral methods and cognitive neuroscience to explore the cognitive mechanism of consumers’ influence on product acceptance in advertising by integrating the perceptual fit models of different dimensions of endorsers and products,and to reveal the cognition of traditional advertising and the neural activity of purchasing decision "black box",so as to supplement and develop related theoretical system and better understanding consumer behavioral decisions.The major contents of the thesis are as follows:Firstly,aiming at the multi-dimensional matching perception problem of endorer and product in advertising,a structural model of multi-dimensional perception and matching of spokespersons and products was constructed based on the multi-factor comprehensive influence of advertising and the multi-factor matching of endorer-product.Secondly,the neural mechanism of the spokesperson’s popularity and product grade matching cognition in the multi-sensory matching model of the spokesperson and the product was explored.According to the matching hypothesis theory,based on the cognitive problems of different reputations and product grade matching,and sufficient experimental hypothesis,experimental experiments and EEG signal data were designed and processed.Based on the analysis of ERPs data,it was found that there were significant differences in the related EEG,revealing a "classified" processing mechanism for different types of connections.It showed consumers calssified high-grade products with celebrities and low-grade products with uncelebrities.Thirdly,under the low popularity conditions,a S1-S2 paradigm(endorser-product,including decorations and non-decorations)was designed and ERPs were utilized to investigate the electrophysiological process of evaluating the fit under the priming of endorser attractiveness.The thesis revealed the cognitive psychological mechanism of the "beauty premium" phenomenon in advertising and the regulatory role of product types in this process.This explained the mechanism of “beauty sell” from the scientific perspective of the laboratory and found the boundary conditions to which the endorsement method applies.Fourthly,under the high popularity conditions,the matching cognitive mechanism of endorser expertise(i.e.sports stars and film stars)and product function orientation(i.e.sport products)was explored.Through the analysis of experimental behavior and EEG data,ERPs which represented the conflict and risk perception,and memory-activated in the association between endorser and product were found,which provided a scientific basis for the "matching hypothesis" of expertise effect in ads.Finally,combined with the previous questionnaires on multi-dimensions perception of endorers and products,and the results of cognitive neural experiments,we proposed corresponding countermeasures and enlightenments for promoting the matching of advertising endorsement from the perspectives of the diversifications of product attribute and endorer-product associations.