The Influence Of The Human Communication On Consumer Brand Attitude

“Personification communication”is a new brand marketing which now raised on the internet,more and more marketer try to make brand become an”person”,The “person” can cry and laugh,often give others something.This change from the platform of internet,such as microblog.We can imagine the form of the personification communication marketing not only attracts a large number of consumer but also make enterprise acquire interests.”personification” also become a hot topic in research.And just because personification has been became a new trend of research,mature researches are very little.Refer to existing research,we can find most researchers payed attention to the general explain of personification,and try to make the advantage of personification clear or focus on the shape design of the personification mode,They are not do something for the operate value.So my research make “language”as entry point for the personification to discuss the influence of it to consumer’s brand attitude.In addition,I brought two main values: consumer’s directional adjustment(promoting directional and prevention oriented) and the tapes of products(practical products and hedonic products),consumer’s different regulation orientation will effect the attitude focus on brand,and the types of products has relation to consumer’s brand,This attitude has been confirmed.My study examined the personification communication impact on consumer attitude by test,then further consider the regulation orientation and product types on the impact of brand attitude. Whole research includes three test: the first through interview and experiment discuss the personification communication impact on the consumers brand attitude,verified the relation between the personification communication and consumers brand attitude,confirm the importance of personification communication;the second introduced a new value”regulation orientation”,launch consumers different regulation orientation by experiment,inspect consumer’s brand attitude in different regulation orientation scene;the third experiment discuss the influence of personification communication to consumers brand attitude in different types of producst by issue questionnaire and carry our experiment.I find some conclusions by analysis data :(1)Brand use personification communication to attract consumers attention,”irrelevant information” is an important feature of human communication.(2)Compared with non-personification communication,consumers more like the way of personification communication.(3)Under the different regulation orientation,personification communication has signification influence on consumers brand attitude.In promoting oriented,consumer more like personification communication;In prevention oriented,consumer more favor to non-personification communication.(4)Under the different types of products,personification communication has signification influence on consumers brand attitude.For practical products,consumer more like personification communication;For hedonic products,consumer more favor to non-personification communication.