阈下知觉和隐性广告的作用及启动效应研究-石文典

石文典钟高峰(,,750002)鲁直(,,200433)2()2()2()380,:,;:1,,,(thethresholdofawareness),,,,2050,,,,,,6,58%,18%,,30,,,[1],,,,,Merikle(2001),Stroop,Stroop[2]Stroop,,,;,,,,[3],,;:,;22.1:80,37,43,18~23,20.72.2:50,100,:,2.2.1100,:()15;10,7,50::,2.2.22:1:2,,503,20,;10;20,2.2.3,PIII310,5/,20,50;,;102.2.41020,30,2.32.3.120,,,15;,9,10,A1102030405060708090,2.3.2,10,2.3.32()2()2()31,,,:,E-mail:[e-mail]2005,28(3):683-6856832,:,3302.3.4,,2010,1,31,t,,(t=-0.583,p0.05),(t=0.583,p0.05),(t=-23.872,p0.01),,,(2)44.1,,,1MnSDSE8.00101.490.470.40100.700.22Total4.20204.060.916.20101.750.550.90101.100.35Total3.55203.070.69Total7.10201.830.410.65200.930.21Total3.88403.570.568.90101.200.380.10100.320.10Total4.50204.591.038.00101.630.520.40100.700.22Total4.20204.090.91Total8.45201.470.330.25200.550.12Total4.35404.290.68Total8.45201.390.310.25200.550.12Total4.35404.280.687.10201.890.420.65200.930.21Total3.88403.580.57Total7.78401.780.280.45400.780.12Total4.11803.930.442SourceSSdfMSFSig.CorrectedModel1114.897159.27109.110.00Intercept1353.0111353.01926.900.004.5114.513.090.084.5114.513.090.081073.1111073.11735.150.000.6110.610.420.5215.31115.3110.490.0015.31115.3110.490.001.5111.511.040.31Error105.10721.46Total2573.0080CorrectedTotal1219.9979,,3,,,,,,684,4.2,,,,,,,,,,,,,,,,,,,,1957,[4]4.3,,,,,,,,,,,,10,,,,,,(Zeigernikeffect)[5],,,,,,,5;;61SharonE.BeattyandDelI.Hawkins.SubliminalStimulation:SomeNewDataandInterpretation.JournalofAdvertising,1989,18:4-82,.:Stroop.,2004,27(3):567-5703P.M.Merikle,DanielSmilekk,JohnD.Eastwood.PerceptionwithoutAwareness:PerspectivesfromCognitivePsychology.Cognition,2001,79:115-1344L.G.,L.L....:,2002:177:186-1875JamesT.HeimbachandJacobJacoby.TheZeigernikEffectinAdvertising,inProceedingsoftheThirdAnnualConference(AssociationforConsumerResearch),ed.M.Venkatesan,1972,746-758AStudyontheEffectandPrimingEffectofSubliminalPerceptionandSubliminalAdvertisingShiWendian,ZhongGaofeng(SchoolofEducationalScience,NingxiaUniversity,Yinchuan,750002)LuZhi(SchoolofManagement,FudanUniversity,Shanghai,200433)Abstract80universitystudentswereselectedassamplesforthestudyofthefunctionofsubliminalperceptionandsubliminaladvertisingwithathreefactorexperimentdesignof2(groups)2(withorwithoutdirection)2(studyornot).Theresultshowedthatnoeffectwasproducedonlywithsubliminalperceptionorsubliminaladvertising;theeffectandprimingeffectofsubliminalperceptionandsupraliminalperfectionwereremarkable.Keywords:subliminalperception,supraliminalperfection,primingeffect,subliminaladvertising:685