心理科学进展
心理科學進展
심이과학진전
Advances In Psychological Science
2007年
1期
154~162
,共null页
卷入 精细加工可能性模型 FCB网格模型 传播效果
捲入 精細加工可能性模型 FCB網格模型 傳播效果
권입 정세가공가능성모형 FCB망격모형 전파효과
involvement, the Elaboration Likelihood Model, FCB Grid, communication effects.
卷入（involvement）概念在市场研究中得到了极为广泛的关注，特别是在广告心理领域更是备受重视．研究发现，卷入常常影响广告的传播效果，制约着广告自身特点、插播环境、受众主体特征等作用的发挥。同时，学者们围绕这一概念构建了卷入的四水平说、加工深度模型、精细加工可能性模型、FCB网格、Rossiter-Percy网格等诸多理论模型。文章对相关研究进行了较系统的考察，并提出了现有研究依然存在的一些问题，如生态效度偏低、研究方法单一，相关的自动加工研究不够等。
捲入（involvement）概唸在市場研究中得到瞭極為廣汎的關註，特彆是在廣告心理領域更是備受重視．研究髮現，捲入常常影響廣告的傳播效果，製約著廣告自身特點、插播環境、受衆主體特徵等作用的髮揮。同時，學者們圍繞這一概唸構建瞭捲入的四水平說、加工深度模型、精細加工可能性模型、FCB網格、Rossiter-Percy網格等諸多理論模型。文章對相關研究進行瞭較繫統的攷察，併提齣瞭現有研究依然存在的一些問題，如生態效度偏低、研究方法單一，相關的自動加工研究不夠等。
권입（involvement）개념재시장연구중득도료겁위엄범적관주，특별시재엄고심리영역경시비수중시．연구발현，권입상상영향엄고적전파효과，제약착엄고자신특점、삽파배경、수음주체특정등작용적발휘。동시，학자문위요저일개념구건료권입적사수평설、가공심도모형、정세가공가능성모형、FCB망격、Rossiter-Percy망격등제다이론모형。문장대상관연구진행료교계통적고찰，병제출료현유연구의연존재적일사문제，여생태효도편저、연구방법단일，상관적자동가공연구불구등。
The concept of involvement receives widespread attention in domains of marketing, particularly in those of advertising. It is found that involvement not only influences the communication effects of advertising but also restricts the functions of the factors of advertising, such as its own features, its broadcasting context and its attraction on the target audience. Researchers have put forward some theoretical models about the concept of involvement （e.g. Four Levels of Involvement, the Elaboration Likelihood Model, FCB Grid, Rossiter-Perey Grid, etc.）. Atter a study of the relevant researches, a systematic discussion is provided about some problems that should receive more consideration. That is, the external validity is a bit lower, various research methods should be tried, and a deeper examination into the automatic processing of advertisement information is needed.
