The interaction effect of spokesperson type and language style on advertising effect

The pilot study mainly verified the core differences between virtual humans and real humans. Study 1 validated the main effect; Study 2 validated the mediating effect; Study 3 validated the boundary conditions.

In addition, study 1 also conducted a pre-test to verify the feasibility of manipulation in study 1. The process of generating the dataset: conducting psychological experiments through the Jianshu platform, recruiting participants and randomly grouping them to complete the psychological experiments. Processing methods and steps: mainly using analysis of variance, independent sample t-test, and process conditional process analysis. Use equipment and tools: Use SPSS for data analysis. Number of data entries in the table: involving three core psychological experiments, one pilot experiment, and one pre-test. Column label meaning: refers to the column title.