| 体育商品广告的劝服效应与消费者心理机制研究 |
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| 引用本文： | 刘艳娥.体育商品广告的劝服效应与消费者心理机制研究[J].广州体育学院学报,2006,26(6):23-27. |
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| 作者姓名： | 刘艳娥 |
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| 作者单位： | 湖南理工学院体育系,湖南,岳阳,414006 |
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| 摘 要： | 体育商品广告的劝服效应受消费者心理机制的直接影响。消费者处理体育商品广告信息的心理过程分为边缘路径和中枢路径。其中,边缘路径在消费者的“动机-能力-机会”心理指标较低时效应较为明显,中枢路径在“动机-能力-机会”心理指标较高时效应较为明显。与此相对应的是两种基本的体育商品广告的诉求方式。一是以感性诉求方式对体育消费者施加心理暗示;一是以理性诉求方式满足消费者既存的认知期待。不同体育商品要根据目标消费群体的心理机制的差异确定综合的诉求方式。
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| 关 键 词： | 体育消费者受众 心理机制 体育商品 诉求方式 典型消费者形象 |
| 文章编号： | 1007-323X(2006)06-0023-05 |
| 收稿时间： | 08 16 2006 12:00AM |
| 修稿时间： | 2006年8月16日 |
A Study on Persuade Effect of the P. E Merchandise Advertisement and Psychology Mechanism of the Consumer |
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| LIU Yan-er.A Study on Persuade Effect of the P. E Merchandise Advertisement and Psychology Mechanism of the Consumer[J].Journal of Guangzhou Physical Education Institute,2006,26(6):23-27. |
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| Authors: | LIU Yan-er |
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| Institution: | Department of P. E, Hunan Science and Industrial College, Yueyang 414006, China |
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| Abstract: | This paper analysis on the persuade effect of P.E merchandise advertisement affect directly by consumers psychology mechanism.There are two kinds of mental process of the consumer dealing with the P.E advertisement information,one is edge route,and the other is centrums route.There into,the edge route has a better affect when it has a lower mental index in "motivation-ability-chance".While,the centrums route has a better affect when it is higher mental index,the author consider that P.E merchandise advertisement way of appeal is corresponding with it,one is the way of sensibility request inflict mentally implications to the P.E consumers the,and the other is the way of sense appeal satisfied for cognizing expects of the consumers.Based on differences of the mentally mechanism of the consumers,it is necessary to establish a comprehensive way of appeal. |
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| Keywords: | P E consumers mental mechanism P E merchandise way of appeal representative consumer image |
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