关键词: 拟人化, 契合度, 视觉对象结构, 自我建构

Abstract: Enterprises often use anthropomorphic images to display products or services. Based on schema theory and information processing theory, and using eye movement methods, this study analyzed the attractiveness of anthropomorphic images to consumers under different congruence levels through experiments of 2 (congruence: high, low) *2 (visual object structure: juxtaposition, fusion) *2 (self-construct: interdependent, independent).This paper studies the difference in the attractiveness of interdependent and independent consumers in the context of high-conformity, juxtaposition and fusion of two visual object structures.
The results show that compared with low congruence anthropomorphic image, high congruence anthropomorphic image can attract more attention of consumers. In the case of low compatibility of anthropomorphic images, the juxtaposition structure of anthropomorphic images is more attractive to consumers than the fusion structure. In the case of high compatibility of anthropomorphic images, for independent self-consumers, the attraction of fusion structure image is higher than juxtaposition image, and for interdependent self-consumers, the attraction of juxtaposition image is higher than fusion image.
The conclusion enriches the anthropomorphic marketing theory.It reveals the different degree of attention pay to anthropomorphic image by consumers of different types of self-construct. Eye movement methods provides a new perspective for the study of anthropomorphic marketing, and provides a reference for enterprises to publicize products or services through anthropomorphic image.

Key words:  , anthropomorphization, congruence, visual object structure, self-construct