采用词对范式，使用事件相关电位（ERPs）技术探讨消费者对广告中名人代言人与产品一致性的认知神经过程。在低级信息处理阶段，受众对名人/非名人信息较为敏感，名人代言不同档次产品比非名人所诱发的P2振幅更大，反映了早期注意资源分配和低级别分类评估的差异性；在后期类别化处理阶段，受众从整体上对名人与产品的一致性加工，与认知冲突和分类相关的N400表现出较大差异，非名人代言高档产品诱发了最大N400。本研究提取名人广告一致性的内隐性指标，揭示了受众对广告中产品“物”以“人”聚的“两阶段”认知过程，推动了广告传播认知心理学的理论研究与实践拓展。

Using a word-pair paradigm, event-related potentials (ERPs) techniques are used to explore the cognitive neural processes underlying consumers' perceptions of celebrity-product congruence in advertising. In the low-level information processing stage, the audience is more sensitive to celebrity/non-celebrity information, and the P2 amplitudes induced by celebrity endorsement of products of different grades are larger than that of non-celebrity endorsement, reflecting the difference in early attention resource allocation and low-level classification evaluation process. In the later stage of categorization processing, the audience processed the consistency between celebrities and products as a whole, and the N400 related to cognitive conflict and classification showed great differences. Non-celebrity endorsement of high-end products induced the largest N400. This study extracts the implicit indicators of celebrity advertising consistency, and reveals the "two-stage" cognitive process of audiences' classification of "products" by "spokesperson", which promotes the theoretical research and practice of advertising psychology.