The Classical Conditioning Effect of Spokes-Characters—Evidence on Types of Spokes-Characters and Match-up Hypothesis

• Main Authors: Ting-Hsiu Chen, 陳亭秀
• Other Authors: Chia-Ching Tsai
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/r5xq26

碩士 === 國立雲林科技大學 === 企業管理系 === 103 === This paper adopts experimental method. In experiment 1, we use conditioning and non-conditioning group (control group/experimental group) and types of animated spokes-character (expert/attractive) as independent variables while brand attitude is used as dependent variable, examining how independent variables affect dependent variable, and therefore have 4 groups of experimental unit (2X2). There are 123 experimental subjects participating in the experiment. The result shows there is no significant relationship between types of animated spokes-character and brand attitude; furthermore, conditioning group presents that animated spokes-character has significantly superior effect of product endorsement in contrast to non-conditioning one. Likewise, we adopt experimental method in experiment 2, using types of animated spokes-character (expert/attractive) and degree of product-endorser fit (high/low) as independent variables while brand attitude is used as dependent variable to examine how independent variables affect dependent variable, thus having 4 groups of experiment unit (2 x 2). There are 145 experimental subjects taking part in the experiment. The result shows a significant main effect of types of animated spokes-character on brand attitude, whereas the effect of attractive type of animated spokes-character is significantly higher than that of expert type one. There is also a significant main effect of degree of product-endorser fit on brand attitude while the effect of high degree of product-endorser fit is significantly higher than that of low degree one. Moreover, types of animated spokes-character and degree of product-endorser fit on brand attitude are not significantly interacted.