Aresearch About The Implicit Attitude Of The College Students Toward The Sports Field Background Ads

Study of implicit attitude is the hot topic of the implicit social cognition research atpresent. This research adopts the IAT paradigm research the implicit attitude of theuniversity students for the sports field background ads.The study selected64readingundergraduate and graduate students in Wuhan Institute of Physical Education assubjects.We used the reaction time and the IAT as the indicators to explore the implicitidentity and implicit preference in different gender and the different major.The results show that:(1) The college students’ implicit attitude toward the sports field background ads issports advertising are identity,and the identity is not exist gender differences and majordifferences.(2) The college students’ implicit attitude toward the sports field background ads issports proximal advertising are preference,and the preference is not exist genderdifferences.But the preference is exist major differences, the major of non-table tennisis more preference than the major of table tennis.