中文摘要：

探讨不同性别角色下广告诉求方式与品牌熟悉程度对品牌购买意愿的影响。通过E-prime软件呈现广告刺激材料,采用2×2被试间设计进行实验研究。结果表明：（1）对于不熟悉品牌,在理性诉求方式和感性诉求方式下,男女对品牌的购买意愿改变都不显著;（2）对于熟悉品牌,在理性诉求方式下,女性前后品牌购买意愿改变显著,男性购买意愿改变不显著,在感性诉求方式下,女性前后品牌购买意愿改变显著,男性购买意愿改变为边缘显著状态;（3）对于熟悉品牌,男女前后品牌购买意愿改变不显著,对于不熟悉品牌,男女前后购买意愿改变显著;（4）不同熟悉度和前品牌购买意愿显著地影响着后品牌购买意愿,无论在何种熟悉度、何种诉求方式下,男女前后购买意向都没有显著差异。

英文摘要：

Using experimental methods, the paper studied how style of advertising appeal and brand familiarity affected on purchase intention. With 48 college students as the research object and 4 Mp3 advertisings as stimulus in E-prime 1.0, the study adopted 2×2 with questionnaires through experimentation. The results showed that： First, toward unfamiliar brand, no matter what type of advertisements, both genders had no evident differences between prior-advertising attitude and post-advertising one. Second, as to the familiar brand, women＇s attitude changed evidently under the rational advertising appeal while men＇s attitude had no evident difference. Under the perceptual advertising appeal, women had evident change of the brand attitude. Third, people＇s prior-advertising attitude and post-advertising attitude changed obviously toward unfamiliar brand, while they did not change obviously under familiar brand. Final, the main effect of appeal ways was not significant. But for consumers to change their attitude, in the case of familiar brand, the change on rational advertising appeal was more obvious than that on perceptual advertising appeal. The result was just the opposite on the case of unfamiliar brand. Prior-advertising attitude had significant effect towards post-advertising one.