Eye-movement Research On The Influence Of Celebrity Information And Need For Cognition To Advertisement Effect

With its fast-growing economy, the market competition is becoming more and more fierce. Accordingly,the company will invest huge advertising and invite celebrity for its product endorsements.However, some celebrity advertising has good effect also bring substantial profits and others has no satisfactory results and even has an opposite reaction.In view of the results, enterprise interests suffer losses correspondingly.Celebrity endorsements is necessary? How to achieve the desired effect when we have to use celebrity sponsorship for the product? These problems remains to be further explored.After a lot of research.the researchers has formed a preliminary and uniform point of view about restricting the influence factors of celebrity advertising.Literature shows that pivotal issues have deserved the shallow description so far. The classification of audience objectives is key in advertisements particularly.which is the important factors affect the advertisement effect. However.it is rarely and scarce for the research that according to the different audience to classification. With Eye-Tracking Methodology mature gradually.eye movement is regarded as one of the best advertising research means.on the contrary,making use of eye tracking system of literature study advertising effects are rare.In this research, Eye-Tracking Methodology and cognitive effects assessment are be used together to attempt to examine the influence of the type of celebrity spokesmen to advertising effect. Meanwhile, students were divided into groups to try measuring advertising effectiveness accurately in accordance with Need for cognition(NFC).It will be discussed for research about celebrity charm, the Congruence Between the Celebrity and the Product and morality reputation for celebrity in advertisement.Concretely, this research contains three studys:1.Discusses the role of celebrity in advertisement. Select40students from hangzhou normal university at Random and results show that the use of celebrity indeed can enhance the effect of advertising;2.With2(celebrity products consistency) x2(NFC) mixed design, results showed that advertisement effect will be better when celebrities and products is consistent, in the meantime.compared with low NFC, high NFC subject consider the advertisement effect is better when celebrities and products is consistent and oppositely could be worse;3. Select40 students from hangzhou normal university at pre-test and put to use2(morality reputation) x2(NFC) mixed design.Results showed that the quality of the reputation of celebrity moral has no significant influence for high NFC.however. low NFC subject consider the advertisement effect is better when celebrities have a good reputation and oppositely could be worse.Finally, we summarized the main conclusions of this research, probed into the theoretical progresses, practical implications, and pointed out the research limitations of this research and the direction for future research.