目录1ABSTRACT.......131.1广告代言人和产品性别.··33552实验一：不同性别代言人与女性产品对女消费者的影响.62.1实验目的.2.2实验假设72.3实验方法772.3.2实验材料..72.3.2.1代言人与产品的评定..72.3.2.2广告效果问卷评定..92.3.3实验设计...92.3.4实验程序9102.4.1广告态度....10113实验二：不同性别代言人与男性产品对男消费者的影响.·..12123.2实验假设1212123.3.2实验材料12133.3.4实验程序...133.4实验结果...143.4.1广告态度....141417参考文献.1719附录二.2122性别逆向代言对大学生消费心理的影响陈诗华摘要：市面上逐渐出现了男明星代言美妆产品的现象，这种反差或许是为了引起消费者的注意。为了探讨不同性别代言人对同一种产品之间匹配度的影响。本研究实验1招募30名女大学生完成由代言人和女性产品组成的图片刺激任务，结合问卷测量其消费心理，分为两个维度，广告态度和购买意愿。结果发现代言人与产品同性别时更能影响消费心理。实验2招募30名男大学生，在实验1的基础上改变成由代言人和男性产品组成的图片刺激。结果发现与实验1不同，代言人和男性产品之间并不能造成对消费心理的影响。由此可见，匹配假设影响着代言人与产品，在不同性别的消费者身上具有不一样的效果。因此企业选取代言人时要关注受众人群和匹配度。关键词：代言人性别：产品性别；消费心理The effect of gender reverse endorsementon college students'consumptionpsychologyByChen ShihuaFebruary,2020Abstract:The contrast may be to attract the attention of consumers,with theappearance of male stars endorsing cosmetic products.In order to explore theinfluence of different gender spokesmen on the matching degree between thesame products.This research experiment 1 recruited 30 female college studentsto complete the task of image stimulation composed of spokesmen and femaleproducts,Combined with the questionnaire to measure its consumptionpsychology,it is divided into two dimensions,advertising attitude and purchaseintention.The results show that the same sex between the spokesman and theproduct can affect the consumer psychology.Experiment 2 recruited 30 male