The Impact Of 3B Endorsers On Purchase Intention

The preset study investigates the influence of endorsers on purchasing decision, proposing that “3B” endorsers (beauty, children, and animals) and product prices (low and high) influence consumers’ perception of product advertisement, enticing consumers to purchase products, and yielding the result of consumers purchasing products. https://hdl.handle.net/11296/85mdnf

The Impact Of Advertising Endorser On Purchase Decision

MASTER THESIS

我的研究以廣告代言者對購買決策的影響為主題，提出代言廣告的「3B代言者」(美女、嬰兒、動物)，可以影響消費者對廣告商品的認知接收，使消費者想要購買商品，進而促使消費者購買商品的結果。研究探討吸引力對人的認知反映。

My study investigates the influence of endorsers on purchasing decision, proposing that “3B” endorsers (beauty, baby, and cute beast) influence consumers’ perception of product advertisement, enticing consumers to purchase products, and yielding the result of consumers purchasing products.This research discuss the cognitive response of picture attractiveness.

吸引力定義

1.吸引力是情緒的一種，是人與對象的反應(Ortony, Clore, & Collins,1988)

2."對於視覺或是聽覺的快感是人類與許多動物共通的，如：喜歡同一種顏色、美妙的明暗、相同的聲音(Darwin,1889)

3.哺乳動物和鳥類已經在大腦中進化出三種主要的，離散的，相互關聯的情緒激勵系統，用於交配，繁殖和養育：慾望，吸引力和男性 - 女性依戀。每個情緒激勵系統與特定神經和不同行為相關(Fisher et al., 2002)

研究指出吸引力是一種喜歡的情緒反映，達爾文認為"吸引"是一種愉悅的驅使，表達了生物對於吸引人的刺激有其自然的理由存在

DEFINITION OF ATTRACTIVENESS

1."When something is judged to be appealing, it can lead to the attraction emotion of liking" (Ortony, Clore, & Collins,1988).
2."Whether we can or not give any reason for the pleasure thus derived from vision and hearing, yet man and many of the lower

animals are alike pleased by the same colours, graceful shading and forms, and the same sounds" (Darwin,1889).

3."Mammals and birds have evolved three primary, discrete, interrelated emotion–motivation systems in the brain for mating, reproduction, and parenting: lust, attraction, and male–female attachment. Each emotion–motivation system is associated with a specific constellation of neural correlates and a distinct behavioral repertoire."(Fisher et al., 2002)

Research refers to attraction is a kind of emotional reflection. Darwin thinks that "attraction" is a kind of pleasure driving, expressing that there are natural reasons for creatures to attract people's stimulation.

1.Ortony, A., Clore, G., & Collins, A. (1988). The Cognitive Structure of Emotion (Vol. 18).

2.Darwin, C. (1889). The descent of man : and selection in relation to sex. London: J. Murray.

3.Fisher, H. E., Aron, A., Mashek, D., Li, H., & Brown, L. L. (2002). Defining the Brain Systems of Lust, Romantic Attraction, and Attachment. Archives of Sexual Behavior, 31(5), 413-419.

3B圖像

美女、嬰兒、動物的圖像具有天生的魅力的因素(Ogilvy, 1983 ; Kahn Jr, 1997 ; Perrett et al., 1998 ; Lehmann, Huis in‘t Veld, & Vingerhoets, 2013)，因而被用在廣告與商業中。後續的視覺系統將聚焦在3B的吸引力和視覺化這種無形的力量。

3B IMAGE

The image of beauty, baby and beast presents the attractiveness factors which is related to human behavior(Ogilvy, 1983 ; Kahn Jr, 1997 ; Perrett et al., 1998 ; Lehmann, Huis in‘t Veld, & Vingerhoets, 2013). As a result, that's the reason why 3B images are used in commercial and advertising area. The following visual system will focus on attractiveness of 3B endorsers and visualize the invisible power.

1.Ogilvy, D. (1983). OGILVY ON ADVERTISING. New York: Crown.

2.Kahn Jr, P. H. (1997). Developmental psychology and the biophilia hypothesis: Children's affiliation with nature. Developmental review, 17(1), 1-61.

3.Perrett, D. I., Lee, K. J., Penton-Voak, I., Rowland, D., Yoshikawa, S., Burt, D. M., . . . Akamatsu, S. (1998). Effects of sexual dimorphism on facial attractiveness. Nature, 394, 884.

4.Lehmann, V., Huis in‘t Veld, E. M. J., & Vingerhoets, A. J. J. M. (2013). The human and animal baby schema effect: Correlates of individual differences. Behavioural Processes, 94, 99-108.