Celebrity EndorsementFor Sporting events Using Classical Conditioning

1020802 曹人友

SystematicPairing

FavourableAttitude

HigherCongruence

GreaterAttitude

HypothesisI

HypothesisII

80undergraduate

40

40

Male/ North

Female/ South

Average age 20.9σ = 1.03

≒ 95% 19~23

Main group of fans for CPBL

Pilot testTo built a

trustworthy scale

Experiment I

Experiment I

Treatment Group

Control Group

Conditioned/unconditioned

stimulus

Randomised series of

image

Inform

Booklet

Watch a slide show /

Redacted event

Testify H1

Experiment I

Treatment Group Control Group

= 3.98x̄�

σ = 1.34

= 3.12x̄�

σ = 0.53

T = 3.74， P < 0.01

Result

80undergraduate

37

43

Male

Female

Pilot testTo choose celebrities

Experiment II

(In)appropriate

(Not) fit

(Not) suitable

Experiment II

SystematicPairing/

High Congruence

No SystematicPairing/

High Congruence

SystematicPairing/

Low Congruence

No SystematicPairing/

Low Congruence

Testify H2

Experiment II Result

80undergraduate

44

36

Male

Female

Experiment IIIFavourable attitude/ Basketball

Average age 19.3σ = 2.13

≒ 95% 15~23

Main group of fans for SBL

Pilot testTo choose an

athlete

Experiment III

Setting up a booth Inform

BookletExperiment I → III

Experiment IIResult

Treatment Group Control Group

= 3.89x̄�

σ = 1.47 = 3.08x̄�

T = 3.27， P < 0.05

σ = 0.51

80undergraduate

39

41

Male

Female

Experiment IV Experiment II/ basketball

Experiment VI Result

TreatmentGroup

ControlGroup

Fame

Celebrity Celebrity

Strong Weak

Congruence

But

CelebrityProducts Events

Fitness

Few

THE END