本文首先对马克斯·萨瑟兰关于广告传播在消费者心理中所产生的“羽毛效应”进行了述评 ,继而对“羽毛效应”背后、消费者关于广告接受的微观心理进行了探讨 ;最后指出“羽毛效应说”对广告传播具有广告的再定位、创意的重申、载具的精细组合、记忆的不断唤醒、行为的即时触发等方面的启发 This article first reviews the “feather effect” produced by Max Sutherland on the consumer psychology of advertising and dissemination, and then probes into the micro-psychology behind the “feather effect” on consumer acceptance. Finally, it points out that “ Feather Effect ”," Repositioning Advertising, Reiterating Creativity, Delivering Fine Combinations, Continuously Awakening of Memory, Instant Triggering of Behavior, etc.