广告代言人与不同需求动机主导下的产品之间的匹配度研究

广告代言人与不同需求动机主导下的产品之间的匹配度研究
黄 珣1 陈卓浩2
（复旦大学管理学院市场营销系，200433）
【摘 要】 广告代言人，主要可分为名人、专家以及典型消费者三种。对代言人的研究，过往都集中在考
量其对某类特定产品是否有效的角度进行。本研究认为，从消费者认知角度观察在不同需求动机下，广告
代言人类型与产品类型的匹配度，会比单纯从产品品类角度思考更有效。研究采用实验法，研究结果发现，
名人代言人应用于象征性需求主导下的产品时，广告效果有显著优势；而专家代言人和典型消费者，应用
于体验性消费动机下的产品时，也有不错的广告效果。本文对产生这一情况的可能原因进行了探讨。
【关键词】 广告代言人 需求动机 匹配度
The Match-up between Different Types of the Endorsers
and the Motivation-Driven Products
Huang Xun3, Chen Zhuohao4
(School of Management, Fudan University)
Abstract: The different types of the endorsers include the celebrity, the expert and the typical
consumer. The previous studies on endorsers all focused on examining whether it is suitable for
the certain product or not. However, this study found that discussing the match-up from the
perspective of the motivation driven will be more meaningful. Based on the experimental method,
the results demonstrate that the celebrity applied in the symbolic-driven products will gain the
significantly better advertisement effect; the expert and the typical consumers applied in the
experiential-driven products could also get a fairly well advertising effect. The possible reasons
are discussed as well.
Key words: Advertising Endorsers, Motivation, Match-up