The Influence Of Spokesperson Type And Involvement Level On The Effect Of College Students' Group Advertising

With economic development and great wealth of variety of products, advertising, product promotion has been a way to fill our lives. In order to make their ads stand out from crop of ads, the business spent huge sums using celebrity endorsement. But the related research conclusion was inconsistent, because the celebrity endorser, product and consumer characteristics influence the spread of advertising effect together. And the concept of involvement is widely taken into consideration in advertising research, it has influences on almost all kinds of consumer behaviors, such as brands searching, information processing, the memory, brand attitude and purchase intention formation, but there still seems to be a lack of agreement on the definition of the concept of involvement, so the research conclusions for the involvement was inconsistent.The above-mentioned problems became the reason of the present study, the purpose of which to have systematic look into the relation between celebrity charm and involvement by some kinds of methods such as Process Dissociation Procedure, brand attitude measurement and purchase intention inquiry, and 134 students from Nanjing Normal University were invited. Some interesting discoveries were made as the following:1 The celebrity effect is significant for the memory performance; But for the research of brand attitude and purchase intention, when the subjects remain at a low level, the celebrity effect is significant, but when the subjects remain at a high level, the celebrity effect is non-significant.2 The improvement of both the level of individual involvement and level of products involvement co-worked to motivate the audience memory of brands, with the change of level of individual involvement mainly influencing the audience explicit memory, and the level of products involvement mainly influence the implicit memory of the brands.3 The audience brand attitude and purchase intention to products of lower level of products involvement is much vulnerable to change as the result of the induction from the outside message.In the end, the whole study is reviewed and the values of the study are pointed out, then the deficiency in this study and the expectation in the future are put forward.