Students' Response Differences On The Low Involvement In Product Advertising

This thesis analyzes the effect of family-love and humorous advertisements on both male and female consumers from the aspect of applicable group of commodities which are divided into male, female and neutral ones. Totally,682 college students (146 males and 536 females) take part in the experiment, among which 168 are students of liberal arts and 514 of science. Respectively cigarettes as male commodities, lipsticks as female commodities and neutral ones cola are chosen as the experiment stimulus and experiment and questionnaire are combined in this survey. The experiment uses 3X2 within-subjects design and the two factors are commodity type (male commodities, female commodities and neutral ones) and advertisement type (family-love type and humorous type). The experiment also studies the psychology effect of advertisements on college students from the attraction and action dimension. The questionnaire-the effect of advertisements on college students designed by the writer presents advertisement pictures on web pages and the students just finish it online. The result shows that (1) male commodity advertisements, for male and female college students, advertisements of family love and humorous type have a greater effect on male students from both attraction and action dimension; (2) female commodity advertisements, advertisements of family love have a greater effect on female students both in attraction and action dimension, but there is no difference of humorous advertisements in both ones; (3) neutral commodity advertisements, research shows that family-love advertisements affects male students the same way as female students in attraction and action dimension and humorous advertisements have the same effect in attraction dimension but have less effect on female students in action dimension; (4) the advertisement effect of different commodity types, for male commodities, humorous advertisements have a better result than family-love advertisements; for female commodities, family-love advertisements are better than humorous ones; for neutral commodities, it makes no difference to use family-love advertisements or humorous ones.