植入式广告对消费者心理及行为的影响【摘要】植入式广告近年来被广泛应用，然其发展还未成熟，在部分高频扎堆的劣质植入广告影响下，受众对植入式广告产生了反感抵触情绪。为了使其在我国进一步发展，需要对受众对植入式广告的态度和反感源由进行归纳总结，梳理思路。针对受众心理和行为提出相应的改善建议，能够有效地扩大广告的传播效果。本文通过文献研究法、案例分析法以及问卷调查法对中国大学生进行研究，分析植入式广告的概念、手法和类型，结合了受众对其心理分析阶段调研的数据，探讨了受众对植入式广告主要是因为植入式广告出现植入生硬、高频堆等现象使受众对其有反感抵触的情绪并减少购买行为，将受众的心理分析与有代表性的经典案例结合研究，分析出植入式广告成功的原因主要是植入产品与剧情相融合，迎合受众定位等现象而导致，通过归纳和总结得出解决植入式广告运行中的问题需要对其进行法律上的管理和规范，植入的品牌要与节目剧情相融合，植入策划进行创新等策略。植入式广告最终的传播效果取决于其制作人要站在受众的角度进行广告植入策划，加强与受众的沟通，提高广告的质量，实现深入、感性的广告效果。【关键字】植入式广告：消费者心理：市场营销注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为：Impact of product placement on consumer psychologyand behavior[Abstract]Implanted advertising has been widely used in recent years,but itsdevelopment has not yet matured.Under the influence of some of the low-qualityimplanted advertisements with high frequency,the audience has annoyed and resistedthe implanted advertising.In order to make it further develop in our country,it isnecessary to summarize the attitudes and sources of objections of the audiencetowards implantable ads and sort out the ideas.Recommend correspondingimprovements to the psychology and behavior of the audience,which is conducive toimproving the dissemination effect of implanted advertising.This article studiesChinese college students through literature research,case analysis,and questionnairesurveys,analyzes the concepts,techniques,and types of placement ads,combines datafrom the audience 's psychological analysis stage,and discusses the audience 'simpact on placement The advertising is mainly due to the phenomenon of implantedadvertising,such as stiffness and high-frequency get together,which makes theaudience disgusted with it.The psychological analysis of the audience is combinedwith representative classic cases to study the success of the implanted advertising.The main reason is that the integration of implanted products and plots caters toaudience positioning and other phenomena.Through induction and summary,it isnecessary to legally manage and standardize the problems in the operation ofimplantable advertising.The brand of implantation It is necessary to integrate with theplot of the program,implant planning and carry out innovation and other strategies.The final dissemination effect of implanted advertising depends on its producers toplan advertising placement from the perspective of the audience,strengthencommunication with the audience,improve the quality of the advertisement,andachieve in-depth and perceptual advertising effects.[Keywords]Produce Placement Consumer psychology Marketing目录1.1研究目的及意义1.2研究难点1.3论文创新点…22文献综述…3植入式广告的概述.…3.1植入式广告的定义和兴起原因…53.2植入式广告的特点3.3植入式广告的应用形式3.4植入式广告的优点…84优质和劣质植入式广告表现对比.94.1产品与刷情的融合程度…94.2产品植入方式自然程度…94.3优劣质植入式广告对消费者的影响…105植入式广告对消费者心理及行为影响的调查分析.…115.2受众对植入式广告调查结果分析.115.3受众对不同植入形式的青睐程度…5.4受众对植入式广告反感的部分…5.5受众对植入式广告管理和指引的态度..165.6受众对传统插播广告与植入式广告的心理倾向.165.7优质植入式广告的表现…176植入式广告面临的问题.….186.1缺乏管理….18