ABSTRACT

Even though research on the use of endorsing images in marketing is plentiful, the majority of prior works have mainly focused on investigating the effects of revealed endorsing images and leaves open the question of whether the use of concealed endorsing images would produce any differential effects. This research aims to address this important theoretical gap. We propose that in comparison with the use of revealed endorsing images, the use of concealed endorsing images can enhance ad appeals, which then help increase purchase intentions. However, this effect only happens when consumer confidence is low, and not when consumer confidence is high. Two studies reported in this research provide evidence to support these propositions.

摘要

尽管关于在营销中使用代言图像的研究很多，但大多数先前的工作主要集中在调查显性代言图像的效果，而未解决使用隐藏代言图像是否会产生任何差异效果的问题。本研究旨在解决这一重要的理论空白。我们认为，与使用显性代言图片相比，使用隐藏代言图片可以增强广告吸引力，从而有助于增加购买意愿。然而，这种效应仅在消费者信心较低时才会发生，而在消费者信心较高时则不会。本研究中报告的两项研究提供了支持这些主张的证据。