Purpose

The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation and the mediating role of processing fluency.

Design/methodology/approach

Two experiments were conducted to test the hypotheses. Study 1 establishes the interaction effect between evoked spokes-character dynamism and brand personality on brand trust and examines the mediating role of processing fluency. By introducing a control group and using purchase intention as the dependent variable, Study 2 further extends the results of Study 1.

Findings

The results of Studies 1 and 2 show that for sincere brands, spokes-characters with high dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with low dynamic imagery. However, for competent brands, spokes-characters with low dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with high dynamic imagery. In addition, processing fluency mediates the interaction effect between evoked spokes-character dynamism and brand personality on consumers’ evaluation.

Research limitations/implications

The studies considered only one method, “frozen motion,” to evoke perceived movement. Further studies using other methods are needed to allow for generalization.

Practical implications

The discerning use of dynamic imagery in spokes-character design involving advertisements may aid marketers in maximizing spokes-characters’ effect on consumers’ evaluation.

Originality/value

The perceived movement of spokes-characters is integrated into the cognition of brand personality. Marketers should take into account how the match between spokes-character dynamism and brand personality may influence consumers’ evaluation of the brand.

中文翻译：

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辐条字符应该动态吗？辐条-字符动态性和品牌个性对消费者评价的交互作用

目的

本文的目的是检验代言人动态性（高与低）和品牌个性（真诚与胜任）对消费者评价和加工流利度的中介作用的交互作用。

设计/方法/方法

进行了两个实验以检验假设。研究1建立了诱发的说话人-人物动态性和品牌个性之间对品牌信任的交互作用，并研究了处理流畅性的中介作用。通过引入一个对照组并使用购买意愿作为因变量，研究2进一步扩展了研究1的结果。

发现

研究1和2的结果表明，对于真诚的品牌，具有较高动态影像的辐条特征比对照组和具有较低动态影像的辐条特征组对消费者的评价显着更高。但是，对于有能力的品牌，动态形象低的辐条特征比对照组和动态影像高的辐条特征组对消费者的评价要高得多。此外，处理流利度介导了诱发的说话人-字符动态性和品牌个性之间的交互作用，从而影响了消费者的评价。

研究局限/意义

这些研究仅考虑了一种称为“冻结运动”的方法来唤起感知到的运动。需要使用其他方法进行进一步研究以进行概括。

实际影响

动态图像在涉及广告的辐条-字符设计中的辨别性使用可以帮助营销商最大程度地发挥辐条-字符对消费者评估的影响。

创意/价值

辐条字符的感知运动已整合到对品牌个性的认知中。营销人员应考虑到辐条字符动态性和品牌个性之间的匹配会如何影响消费者对品牌的评估。