Celebrity Product Matching And Persuasion Evidence Affect Eye Movement Research

The influence of the celebrity-product match on advertising has been received extensive attention in the economy market and research field.Businesses and scholars are trying to study the matching of multiple factors of celebrity attributes, product attributes, advertising attributes and audience attributes, in order to achieve the desired effect of advertising.Although there are a large number of studies, unfortunately many of the studies have different results, like what dimensions need to be matched and how to achieve pefect match, so far there is no clear standard.In addition, the argument strength that the factual information, advertising promises and selling points, is one of the core content of advertising undoubtedly.Lots of attention have been paid but a corresponding theoretical explanation is deficient. So relevant research need to be enriched.Therefore, the differences and deficiency of previous studies are the direct sources of my study. My study use a variety of research methods of eye tracking technique andPDP and attitude questionnaire to measure the effects of the celebrity-product match and the argument strength on advertising effectiveness,in order to get some meaningful research results:1?There is a main effects of the celebrity-product match and the advetising effectiveness is better when there is a match than a mismatch.2?There is a main effects of argument strength and the advetising effectiveness is better when there is a strong argument than a weak one.3?There is a main effects of product involement and the advetising effectiveness is better with a high product involement.4?There is interaction effects of argument strength and product involement and advetising effectiveness is better with a high product involement.5?There is interaction effects of the celebrity-product match and argument strength and the advetising effectiveness is better more pronouned when there is a match than a mismatch.