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额外正面信息对广告评价的影响研究 被引量:2

The Effect of Positive Extra-information on the Assessment of Advertisements
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摘要 本研究采用方差分析和概化理论 ,考察了在呈现及不呈现额外正向信息的条件下 ,不同性别被试对同一批广告在 4个纬度上评价分数以及评定一致性的影响。结果发现 :额外正向信息和被试性别对广告评价各纬度得分都没有显著影响 ,但是额外正向信息使被试在广告各纬度评价一致性上发生了差异 ,体现出男性评价一致性降低。 The study adopted Variance Analyses and Generalizability Theory, to investigate the effect of positive extra-information on the assessment of advertisements. 32 subjects, 14 males and 18 females, assessed 10 advertisements in 4 dimensions. Nearly half of the subjects got positive extra-information about the advertisements during their assessment. The findings: positive extra-information had no significant effect on the score of assessment in any dimension, but had some effect on the reliability of assessments in every dimension. Reliability of assessments by male subjects tended to be lower, while that by females tended to be higher.
作者 李林
出处 《心理科学》 CSSCI CSCD 北大核心 2003年第6期1069-1072,共4页 Journal of Psychological Science
关键词 广告评价 额外正面信息 性别 广告效能 概化理论 advertisement, positive extra-information, assessment, GT
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