认知、情绪和脑机制：动漫形象品牌代言效果的实验研究
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摘要
数字化时代虚拟与现实交织,人类社会发生深刻变化。作为虚拟形象而存在的动漫形象与品牌都是当代符号经济的重要内容,在人类社会占有重要位置。过去的研究从假设、问题、结论和方法对动漫形象代言的认知、情绪、脑机制都存在众多分歧。
以诺贝尔经济学奖获得者丹尼尔·卡尼曼发现的“框架效应”为代表的研究证明,人类行为和决策并非完全处于理性状态。过去单纯依靠问卷、访谈等研究方式不能完全真实地反映出人们决策时的自动加工过程和无意识状态。采用合理的实验研究范式如情绪stroop、启动探测、内隐联想等,可以有效地反映出人们决策的自动加工过程,弥补以往研究的不足。
本研究采用传播学、认知、情绪和脑电分析结合的研究范式,使用情绪stroop、启动一探测、内隐联想等实验方法,设计6组实验考察动漫形象品牌代言在吸引力、信誉度与跨文化意义传达上的效果。具体有：①动漫爱好者与非动漫爱好者对动漫形象与明星的认知与情绪反应。②动漫爱好者与非爱好者对动漫形象与明星代言的好感度。③人们对动漫形象与明星品牌代言的出价行为。④中国动漫形象代言不知名中外品牌的效果。⑤中国动漫形象代言知名中外品牌的效果。⑥中外品牌与中外动漫联合的外显与内隐态度。
本研究对推进和构建包括认知、情绪和脑机制的动漫形象品牌代言效果的模型有重要理论意义,对今后动漫形象品牌代言的选择、评价具有较显著的实际应用价值,引发在新的历史条件下人们对文化符号如何影响人类精神世界与物质世界的思考。
从结构上看本研究共分为4个主要部分。第一部分即第1章,交代了研究的缘起、相关研究述评、研究的问题与目的、研究方法、研究思路与基本内容。第二部分从第2章到第7章,用6个实验系统地考察动漫形象品牌代言在吸引力、信誉度与跨文化意义传达上的效果。第三部分为第8章、第9章,对6个实验进行综合讨论、得出结论和进一步研究的方向。第四部分是附录与参考文献,附录包括全部实验的数据统计结果、实验指导语、来源国形象问卷与两则量表。
本研究获得以下主要结论：
(1)动漫爱好者与非动漫爱好者对动漫形象和明星的注意没有显著差异；人们对动漫形象信息的加工时间长于明星；人们对动漫形象与明星线索的内隐记忆自动识别过程不同；
(2)动漫爱好者对动漫人物情绪指数较高,明星难以唤起动漫爱好者的积极情绪。非动漫爱好者对明星代言广告情绪指数较高；但这种积极情绪没有转移到品牌感知上。
(3)同一品牌条件下被试对动漫形象代言产品出价更高,出价原价比更高。在不同品牌条件下,动漫形象和明星线索对出价的主效应不显著,对出价原价差值的差异不显著；代言行为对出价的作用极为有限；
(4)对不知名品牌来说,相同国别的动漫—品牌的联合接受度显著高于不相同国家的联合接受度；女性对于中国动漫形象代言同国别品牌的接受度更高；
(5)对知名品牌而言,被试对中国动漫形象代言知名品牌国别线索接受度有十分显著差异；被试更加认可同国别动漫形象代言品牌。女性对外国国别线索的接受度显著低于男性；
(6)被试对美国和日本品牌的外显态度评价显著好于对中国品牌的外显态度评价；女性对美国品牌来源国形象评价相比男性更为积极。被试对中、美、日三国动漫作品熟悉度有显著差异,并且女性比男性对日本动漫作品熟悉度更高。动漫形象与品牌国别一致时较容易获得认可。被试对日本作品的相对熟悉度与中日品牌—动漫内隐态度显著正相关。女性被试对日本作品的相对熟悉度和中日品牌—动漫内隐态度十分显著正相关。
Great changes have taken place in our society when the virtual world and the real world thrive together in this digital era. Brand and anime image, as virtual things, play important role in symbolic economy and people's spiritual world. In the previous studies, there have many divergences in cognition, emotion and brain mechanism in terms of assumptions, questions, conclusions and methods. However, this study investigates the effect of anime endorsement from the different aspects which refers to attention, credibility and the meaning of cross-cultural communication. More importantly, it aims to raise more attention on how cultural symbol affects people's spiritual and physical world in the new social environment. It is important that this study can theoretically improve and build the model of anime image endorsement, including its cognition, emotion and behavior. Particularly, it would be highly useful in selection and evaluation of anime image endorsement.
"Framing Effect" which has been found by psychologist Daniel Kahneman, shows that human behavior and decision-making are not completely in a rational state. In the past, questionnaires, interviews and other research methods can't really reflect the automatic process of decision-making and unconsciousness. It is an effective way to reflect the automatic processing of decision-making process by adopting some reasonable experimental research paradigm, such as emotional stroop effect, prime to detect, implicit association, etc... It can make up these weaknesses in previous researches.
In this study, experimental paradigm will be used on the basis of the combination of behavior analysis, ERP (Event Related Potential) and EEG (Electroencephalograph) analysis. According to the statistics from six experimental groups which have been researched, it shows the differences of the effect of anime image endorsement in terms of its attraction, credibility and effects on cross-cultural meaning expression. This study has systematically made researches in the emotional response, attention mechanism and favorability of amine fans and non-fans towards anime images and celebrities. It also analyzes people's bidding behavior for anime spokesman and celebrity endorsement. In addition, the effects of Chinese anime images endorsement of Chinese little-known brands, famous brands as well as foreign ones have been discussed in this study. At last, it has examined people's explicit and implicit attitude about the combination among Chinese brands, foreign brands and animation.
In this study, it has important theoretical significance to promote and build brand endorsement anime image effects as a model that includes cognitive, emotional and brain mechanisms. And Anime image endorsement has practical value for future selection and evaluation, which will let people think about how cultural symbols affect human spiritual world and the physical world under the new historical conditions.
This study is divided into four main sections. The first part is Chapter1which talks about the origin of the study, the study's reviews, issues and purposes, research methods, ideas and basic content. The second part is from Chapter2to Chapter7, with six experimental groups, aims to investigate the attractiveness of avatars brand endorsement, credibility and effectiveness on cross-cultural communications.The third part is Chapter8and Chapter9which has a comprehensive discussion, draw conclusions and attain the directions for further research by the results of six experiments. The fourth part is the appendix and references. In appendix part, it includes statistical results of all experiments, experimental guidance language, questionnaires about certain anime image from its birthplace with two scales.
The main findings are as the follows:
(1) There is no significant difference between anime fans and non-anime fans in terms of their attentions to images and celebrities; it takes much more time to process the information of anime images for people than that in celebrities. The automatic identification process of implicit memory of anime clue and celebrity clue are quite different.
(2) Compare with celebrities, anime fans has much higher sentiment index when they see anime images. It is difficult to evoke positive emotion of anime fans when seeing celebrities. Non-anime fans have higher sentiment index about celebrity endorsements. But this positive sentiment is not transferred to brand perception.
(3) In terms of a same brand, participants offer higher price for the products endorsing by anime images, which means the ratio of the bidding price and original price is higher. In terms of different brands, anime image and celebrity clues have no significant effects on bidding price. Also, there is no significant difference of the differentials between the bidding price and the original price. Thus, endorsement has limited influence on bidding.
(4) For unknown brands, the acceptance ratio of combination of anime images and brands from the same country is significantly higher than those from different countries. Women accept Chinese animation image much easier.
(5) For famous brands, the acceptance ratio of combination of anime images and brands from the same country is significantly higher than those from different countries. Anime images and brands from the same country get higher recognition. Women have lower acceptance than men in terms of foreign brands.
(6) Participants show better explicit attitude for American and Japanese brands than Chinese ones. Women have more positive evaluations to American brands than men. There are significant differences about the extent of being familiar with Chinese, American and Japan animation. Women are more familiar with Japanese animation than men. It is easier to recognize anime images and brands from the same country. Significantly, the familiarity of Japanese animation is positively related to implicit attitude of the combination of Japanese-Chinese virtual anime images and brands. There is a significantly positive correlation between the familiarity of Japanese animation and implicit attitude of the combination of Japanese-Chinese anime images and brands.
以诺贝尔经济学奖获得者丹尼尔·卡尼曼发现的“框架效应”为代表的研究证明,人类行为和决策并非完全处于理性状态。过去单纯依靠问卷、访谈等研究方式不能完全真实地反映出人们决策时的自动加工过程和无意识状态。采用合理的实验研究范式如情绪stroop、启动探测、内隐联想等,可以有效地反映出人们决策的自动加工过程,弥补以往研究的不足。
本研究采用传播学、认知、情绪和脑电分析结合的研究范式,使用情绪stroop、启动一探测、内隐联想等实验方法,设计6组实验考察动漫形象品牌代言在吸引力、信誉度与跨文化意义传达上的效果。具体有：①动漫爱好者与非动漫爱好者对动漫形象与明星的认知与情绪反应。②动漫爱好者与非爱好者对动漫形象与明星代言的好感度。③人们对动漫形象与明星品牌代言的出价行为。④中国动漫形象代言不知名中外品牌的效果。⑤中国动漫形象代言知名中外品牌的效果。⑥中外品牌与中外动漫联合的外显与内隐态度。
本研究对推进和构建包括认知、情绪和脑机制的动漫形象品牌代言效果的模型有重要理论意义,对今后动漫形象品牌代言的选择、评价具有较显著的实际应用价值,引发在新的历史条件下人们对文化符号如何影响人类精神世界与物质世界的思考。
从结构上看本研究共分为4个主要部分。第一部分即第1章,交代了研究的缘起、相关研究述评、研究的问题与目的、研究方法、研究思路与基本内容。第二部分从第2章到第7章,用6个实验系统地考察动漫形象品牌代言在吸引力、信誉度与跨文化意义传达上的效果。第三部分为第8章、第9章,对6个实验进行综合讨论、得出结论和进一步研究的方向。第四部分是附录与参考文献,附录包括全部实验的数据统计结果、实验指导语、来源国形象问卷与两则量表。
本研究获得以下主要结论：
(1)动漫爱好者与非动漫爱好者对动漫形象和明星的注意没有显著差异；人们对动漫形象信息的加工时间长于明星；人们对动漫形象与明星线索的内隐记忆自动识别过程不同；
(2)动漫爱好者对动漫人物情绪指数较高,明星难以唤起动漫爱好者的积极情绪。非动漫爱好者对明星代言广告情绪指数较高；但这种积极情绪没有转移到品牌感知上。
(3)同一品牌条件下被试对动漫形象代言产品出价更高,出价原价比更高。在不同品牌条件下,动漫形象和明星线索对出价的主效应不显著,对出价原价差值的差异不显著；代言行为对出价的作用极为有限；
(4)对不知名品牌来说,相同国别的动漫—品牌的联合接受度显著高于不相同国家的联合接受度；女性对于中国动漫形象代言同国别品牌的接受度更高；
(5)对知名品牌而言,被试对中国动漫形象代言知名品牌国别线索接受度有十分显著差异；被试更加认可同国别动漫形象代言品牌。女性对外国国别线索的接受度显著低于男性；
(6)被试对美国和日本品牌的外显态度评价显著好于对中国品牌的外显态度评价；女性对美国品牌来源国形象评价相比男性更为积极。被试对中、美、日三国动漫作品熟悉度有显著差异,并且女性比男性对日本动漫作品熟悉度更高。动漫形象与品牌国别一致时较容易获得认可。被试对日本作品的相对熟悉度与中日品牌—动漫内隐态度显著正相关。女性被试对日本作品的相对熟悉度和中日品牌—动漫内隐态度十分显著正相关。
Great changes have taken place in our society when the virtual world and the real world thrive together in this digital era. Brand and anime image, as virtual things, play important role in symbolic economy and people's spiritual world. In the previous studies, there have many divergences in cognition, emotion and brain mechanism in terms of assumptions, questions, conclusions and methods. However, this study investigates the effect of anime endorsement from the different aspects which refers to attention, credibility and the meaning of cross-cultural communication. More importantly, it aims to raise more attention on how cultural symbol affects people's spiritual and physical world in the new social environment. It is important that this study can theoretically improve and build the model of anime image endorsement, including its cognition, emotion and behavior. Particularly, it would be highly useful in selection and evaluation of anime image endorsement.
"Framing Effect" which has been found by psychologist Daniel Kahneman, shows that human behavior and decision-making are not completely in a rational state. In the past, questionnaires, interviews and other research methods can't really reflect the automatic process of decision-making and unconsciousness. It is an effective way to reflect the automatic processing of decision-making process by adopting some reasonable experimental research paradigm, such as emotional stroop effect, prime to detect, implicit association, etc... It can make up these weaknesses in previous researches.
In this study, experimental paradigm will be used on the basis of the combination of behavior analysis, ERP (Event Related Potential) and EEG (Electroencephalograph) analysis. According to the statistics from six experimental groups which have been researched, it shows the differences of the effect of anime image endorsement in terms of its attraction, credibility and effects on cross-cultural meaning expression. This study has systematically made researches in the emotional response, attention mechanism and favorability of amine fans and non-fans towards anime images and celebrities. It also analyzes people's bidding behavior for anime spokesman and celebrity endorsement. In addition, the effects of Chinese anime images endorsement of Chinese little-known brands, famous brands as well as foreign ones have been discussed in this study. At last, it has examined people's explicit and implicit attitude about the combination among Chinese brands, foreign brands and animation.
In this study, it has important theoretical significance to promote and build brand endorsement anime image effects as a model that includes cognitive, emotional and brain mechanisms. And Anime image endorsement has practical value for future selection and evaluation, which will let people think about how cultural symbols affect human spiritual world and the physical world under the new historical conditions.
This study is divided into four main sections. The first part is Chapter1which talks about the origin of the study, the study's reviews, issues and purposes, research methods, ideas and basic content. The second part is from Chapter2to Chapter7, with six experimental groups, aims to investigate the attractiveness of avatars brand endorsement, credibility and effectiveness on cross-cultural communications.The third part is Chapter8and Chapter9which has a comprehensive discussion, draw conclusions and attain the directions for further research by the results of six experiments. The fourth part is the appendix and references. In appendix part, it includes statistical results of all experiments, experimental guidance language, questionnaires about certain anime image from its birthplace with two scales.
The main findings are as the follows:
(1) There is no significant difference between anime fans and non-anime fans in terms of their attentions to images and celebrities; it takes much more time to process the information of anime images for people than that in celebrities. The automatic identification process of implicit memory of anime clue and celebrity clue are quite different.
(2) Compare with celebrities, anime fans has much higher sentiment index when they see anime images. It is difficult to evoke positive emotion of anime fans when seeing celebrities. Non-anime fans have higher sentiment index about celebrity endorsements. But this positive sentiment is not transferred to brand perception.
(3) In terms of a same brand, participants offer higher price for the products endorsing by anime images, which means the ratio of the bidding price and original price is higher. In terms of different brands, anime image and celebrity clues have no significant effects on bidding price. Also, there is no significant difference of the differentials between the bidding price and the original price. Thus, endorsement has limited influence on bidding.
(4) For unknown brands, the acceptance ratio of combination of anime images and brands from the same country is significantly higher than those from different countries. Women accept Chinese animation image much easier.
(5) For famous brands, the acceptance ratio of combination of anime images and brands from the same country is significantly higher than those from different countries. Anime images and brands from the same country get higher recognition. Women have lower acceptance than men in terms of foreign brands.
(6) Participants show better explicit attitude for American and Japanese brands than Chinese ones. Women have more positive evaluations to American brands than men. There are significant differences about the extent of being familiar with Chinese, American and Japan animation. Women are more familiar with Japanese animation than men. It is easier to recognize anime images and brands from the same country. Significantly, the familiarity of Japanese animation is positively related to implicit attitude of the combination of Japanese-Chinese virtual anime images and brands. There is a significantly positive correlation between the familiarity of Japanese animation and implicit attitude of the combination of Japanese-Chinese anime images and brands.
引文
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