Wen Jing Taylor, Wu Linwan
a School of Journalism and Mass Communications, College of Information and Communications , University of South Carolina , Columbia , South Carolina , USA.
Health Mark Q. 2018 Jan-Mar;35(1):47-64. doi: 10.1080/07359683.2018.1434865. Epub 2018 Feb 23.
Celebrity endorsement has been proved to be a very powerful tool in health campaigns. This study examined how celebrity-issue matchup presented in utilitarian and hedonic appeals influences attitude toward the video, perceived issue severity, and behavioral intentions in the context of ALS communication. The findings showed that celebrity-issue matchup condition outperformed nonmatchup condition in generating positive attitude and behavioral intentions. The results also indicated that utilitarian appeal with matchup condition triggered significantly greater behavioral intention than that with nonmatchup condition. However, no difference was found in hedonic appeal between matchup and nonmatchup conditions. Theoretical and practical implications are also discussed.
名人代言已被证明是健康宣传活动中一种非常有效的工具。本研究考察了在功利性诉求和享乐性诉求中呈现的名人与议题匹配度如何影响在肌萎缩侧索硬化症（ALS）传播背景下对视频的态度、感知到的议题严重性以及行为意图。研究结果表明，在产生积极态度和行为意图方面，名人与议题匹配的情况优于不匹配的情况。结果还表明，功利性诉求与匹配情况相比不匹配情况引发了显著更高的行为意图。然而，在享乐性诉求方面，匹配和不匹配情况之间未发现差异。同时也讨论了理论和实践意义。
