明星代言在广告中的说服力研究以及明星代言人理想契合选择模型的建立

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1、万方数据ShanghaiInternationalStudiesUniversityASTUDYOFPERSUASIVENESSONCELEBRITYENDORSEDADVERTISINGANDESTABLISHMENTOF“IDEALMATCH-UP”MODELFORCELEBRITYENDORSERSELECTIONAThesisSubmittedtotheGraduateSchoolandSchoolofInternationalFinanceandTradeinPartialFulfillmentofRe

2、quirementsforDegreeofMasterofEconomicsByFangLinUnderSupervisionofProfessorQinYueDecember20141万方数据万方数据AcknowledgementsThisthesiswouldnothavebeenpossiblewithoutthehelp,supportandguidanceofmanypeople.Iwouldliketotakethisopportunitytoexpressmysinceregratitudetoea

3、chofthem.Firstly,IwouldliketoexpressmysinceregratitudetomydearsupervisorProfessorQinYueforherinsight,guidanceandpatience.Shealwayskindlypointsoutsomemistakesaswellasflawstomeduringmydraftingthepaperratherthanmandate,whichmakesmefeelateaseandcomfortabletorevis

4、emypapermoreefficiently.Meanwhile,IamalsogratefultoProfessorYangJingkuan,JiangYanqing,ZenRong,GuLixing.IlearnedalotfromthemduringmystudyinSISU.Iowemythankstomyfellowclassmatesandroommateswhohavegivenmegreatencouragementandhappinessduringmystudyandthesiswritin

5、g.Finally,Iwanttothankmyparentsfortheirloveandsupport,whichareasstrongasever.2万方数据摘要随着商品市场产品的多样化和竞争的日益激烈化，卖家推广新产品和促销老产品的方式以及买家接触、了解这些产品的方式也变得更加层出不穷。其中，聘请明星作为产品的广告代言人这一方式也变得愈加司空见惯。因此，如何挑选一位相比较而言最合适的明星代言人成为企业面临的又一问题。本文首先在文献综述部分回顾了几个典型的明星代言人选择模型。然后利用说服力理论中的认知反应模

6、型，从心理学角度分析了明星代言人之所以能够起到说服目标顾客产生购买动机的理由。接着，在结合文献综述中述及的代言人选择模型基础上，介绍罗伯特的影响力模型，从而确定影响代言人说服力大小的因素。最后，得出本文期望构建的全新的明星代言人选择模型，期望在企业选择明星代言人的实践活动中起到一定的指导作用。关键词：明星代言人选择说服力影响力因素3万方数据AbstractAswiththepaceofproductdiversificationandcompetitionintensificationincommoditymar

7、ket,thewaysforsellerstointroducenewproductsandpromoteexistedproducts,forbuyerstogettoknowthoseproductshavealsobeenmuchmorevariousthaneverbefore.Amongall,invitingcelebritiestobeproductendorsershasbecomeoneofthemostpopularways.Therefore,howtoselectacomparativel

8、ymostsuitablecelebrityendorserbecomesanewissuemanycompaniesandadvertisingagencieshavetodealwith.Inthispaper,theauthorfirstlyreviewsseveraltypicalcelebrityselectionmodels.Andonthebasisofth