西方模特更受欢迎吗？ ——模特类型和模特表情与消费者对模特的态度关系研究

营销科学学报 ›› 2016, Vol. 12 ›› Issue (4): 14-26.

西方模特更受欢迎吗？ ——模特类型和模特表情与消费者对模特的态度关系研究

武瑞娟，王承璐

武瑞娟，通讯作者，天津理工大学管理学院副教授，管理学博士，E-mail: jennie0212@sina.com。
王承璐，美国纽黑文大学商学院教授，营销与定量分析系主任，E-mail: cwang@newhaven.edu。

出版日期:2016-12-01 发布日期:2017-06-17
基金资助:
本文得到国家自然科学基金项目（71302004）和国家留学基金的支持。非常感谢两位匿名评审专家对本文的改进和完善所提供的建设性意见。

Is western model more popular？The effects of model type and model facial expression on consumer's attitude toward the model

Wu Ruijuan,Wang Cheng Lu

Wu Ruijuan, School of Management, Tianjin University of Technology.
Wang Cheng Lu, College of Business, University of New Haven.

Online:2016-12-01 Published:2017-06-17

摘要/Abstract

摘要：

为了考察模特类型和模特表情如何影响消费者对模特的态度，研究进行了三个行为学实验。研究结果发现，模特表情会显著影响消费者对模特的态度，被试对愉快表情的模特态度要好于平静表情。模特类型对消费者态度没有显著影响效应，当模特吸引力类似时，本土模特和非本土模特对被试态度的影响效应没有显著差异。模特类型和模特表情的交互效应显著，与本土模特相比，非本土模特增强了模特表情对消费者态度的影响效应。模特类型和模特表情的交互效应在不同产品类型中有所不同，对于高唤起产品，被试对愉快表情的非本土模特态度最好；对于低唤起产品，被试对平静表情的本土模特态度最好。

关键词: 模特类型, 模特表情, 消费者对模特的态度, 愉快, 平静, 唤起

Abstract:

In order to examine the effects of model type (local vs. non-local model) and model facial expression on consumer's attitude toward the model, we conducted three experiments. The results show that model facial expression influences consumer's attitude toward the model significantly, and participants prefer pleasant facial expression to calm facial expression. When model's attractiveness is similar, the difference between the effect of local model and non-local model on consumer's attitude is not significant. However, the interaction effects of model type and model facial expression are significant. In contrast to local model, non-local model enhances the effect of facial expression on consumer's attitude. The interaction effects of model type and model facial expression demonstrate that participants' attitude toward non-local model is higher for high-arousal product when the pleasant facial expression is shown, whereas participants’ attitude toward local model is higher for low-arousal product when the calm facial expression is shown.

Key words: model type, model facial expression, consumer's attitude toward model, pleasant, calm, arousal

武瑞娟，王承璐. 西方模特更受欢迎吗？ ——模特类型和模特表情与消费者对模特的态度关系研究[J]. 营销科学学报, 2016, 12(4): 14-26.

Wu Ruijuan,Wang Cheng Lu. Is western model more popular？The effects of model type and model facial expression on consumer's attitude toward the model[J]. Journal of Marketing Science, 2016, 12(4): 14-26.