The Implicit And Explicit Attitudes Of Consumers To Celebrities

Internet celebrities and traditional stars are two important branches of celebrities.Because of their different path of fame,consumers have different perception of the two groups in reality.In addition,with the development of the Internet era,Internet celebrities and traditional stars who is more suitable as a corporate spokesperson is also increasingly important for corporate.However,in academia there is no research on the attitude of celebrities based on the perspective of consumers.Therefore,this article focuses on the differences between the consumer's implicit and explicit attitude towards traditional stars and Internet celebrities,based on the perspective of advertising spokesperson.In this paper,the Implicit Association Test and explicit attitude scale were comprehensively used to test the explicit and implicit attitudes of 80 unmarried consumers between the ages of 20 and 30,undergraduate and bachelor degrees for traditional stars and Internet celebrity.The main conclusions are as follows:(1)In terms of the sample as a whole,consumers' explicit and implicit attitude towards traditional stars is significantly higher than that of Internet celebrities.(2)Men have a significantly higher explicit preference for traditional stars than women,while there is no difference between men and women in implicit attitudes.(3)In terms of income,lower-income consumers have a significantly higher preference for traditional celebrities than higher-income consumers.In explicit attitudes,the opposite is true.(4)In terms of network age,the consumer's implicit attitude d value shows a "U-shaped" curve,which indicates that the consumer's implicit attitude towards Internet celebrity is affected by the characteristics of Internet celebrity development stage.From a time point of view,consumers of different network age groups have shown a change implicit attitude process,which is being resisted to being sought after,and then rationally looking at.While in terms of explicit attitudes,there is no difference shown.The above conclusions have certain enlightenment significance for celebrity spokespersons' selection strategies,Internet celebrity economy and other related theories and practices.