广告传播途径与人们对产品确信度的影响

通过三个实验考察了广告传播途径与人们对产品确信度之间的关系。实验一发现，中心传播途径能够增加被试对科技品的确信度，而边缘途径能够增加被试对日用品的确信度；中心途径能够增加场独立被试对产品的确信度，边缘途径能够增加场依存被试对产品的确信度。实验二发现，反自身利益的广告传播更能够增加被试对产品的确信度；实验三发现，间接传播能够增加被试对产品的确信度，产品类型与传播途径及传播途径与被试认知风格之间都存在着交互作用。

An Experimental Study on People's Credibility of Products through Ad's Spreading Routes

Three studies explore the relations between people's credibility of products and the routes of Ad's spread. The first experiment shows: central route can increase the credibility of technological products, but peripheral route can increase the credibility of commodities; central route can increase the credibility of products for field-independence, but peripheral route can increase the credibility of products for field-dependence. The second experiment shows: the Ad's spread of unself-profit can increase the credibility of products. The third experiment shows: the indirect spread can increase the credibility of products. There are interactions on the types of products and the spreading routes, the spreading routes and the subjects' cognitive style.