本文選題：決策者角色 + 自己-他人決策差異��； 參考：《華東師范大學(xué)》2017年碩士論文

【摘要】：生活中我們會看到各式各樣的廣告信息,有的強(qiáng)調(diào)使用產(chǎn)品帶來的積極結(jié)果(促進(jìn)型信息),有的則強(qiáng)調(diào)使用產(chǎn)品可以避免的消極結(jié)果(預(yù)防型信息)。不同信息類型的廣告對消費(fèi)者的購買決策有不同的說服效果。并且,消費(fèi)者不僅要為自己做購買決策,也常為他人做購買決策,換言之,消費(fèi)者會處于不同的決策者角色之中。然而,目前少有研究探討決策者角色是否會對廣告說服效果產(chǎn)生影響。本研究通過兩個(gè)實(shí)驗(yàn)考察了決策者角色如何及為何影響不同信息類型廣告的說服效果。兩個(gè)實(shí)驗(yàn)使用不同的信息類型操縱方法,采用2(決策者角色:為自己決策/為他人決策)× 2(信息類型:促進(jìn)型/預(yù)防型)兩因素被試間設(shè)計(jì)。實(shí)驗(yàn)結(jié)果發(fā)現(xiàn):(1)決策者角色與信息類型對產(chǎn)品購買可能性有顯著的交互作用。為他人決策時(shí),對促進(jìn)型廣告中產(chǎn)品的購買可能性高于預(yù)防型廣告;而為自己決策時(shí),對預(yù)防型廣告中產(chǎn)品的購買可能性高于促進(jìn)型廣告。(2)決策者角色與信息類型的交互作用通過投入度而影響購買可能性。為他人決策者時(shí),對促進(jìn)型廣告比預(yù)防型廣告投入度更高,從而提高了產(chǎn)品購買可能性;而為自己決策時(shí),對預(yù)防型廣告比促進(jìn)型廣告投入度更高,從而提高了產(chǎn)品購買可能性。上述結(jié)果表明,決策者角色與信息類型之間存在匹配效應(yīng)。這一發(fā)現(xiàn)一方面支持了當(dāng)前關(guān)于自己-他人決策差異的相關(guān)理論,另一方面說明區(qū)分決策者角色對于理解消費(fèi)者心理的必要性,并對營銷者具有重要的應(yīng)用啟示。
[Abstract]:In life we will see a variety of advertising messages, some emphasizing the positive results of using products (promotional information), others emphasizing the negative results that can be avoided by using products (preventive information). Different types of advertisements have different persuasive effects on consumers' purchase decisions. Moreover, consumers should make purchase decisions not only for themselves, but also for others. In other words, consumers will be in different roles of decision makers. However, there are few studies on whether the role of decision makers will affect the effect of advertising persuasion. In this study, two experiments were conducted to investigate how and why the role of decision makers affects the persuasive effect of different information types of advertising. The two experiments used different information type manipulation methods. The two factors (decision maker role: decision making for oneself / decision for others) 脳 2 (information type: promotive / preventive) were designed among the subjects. The experimental results show that the role of decision maker and information type have significant interaction on the possibility of product purchase. When making decisions for others, the possibility of purchasing products in promotional ads is higher than that in prophylactic advertisements, and when making decisions for oneself, The interaction between the role of decision maker and the type of information affects the possibility of purchase through the degree of investment. For other decision makers, the investment in promotional advertising is higher than that in prophylaxis, thus increasing the possibility of product purchase, while for oneself, preventive advertising is more expensive than promotive advertising. Thus increasing the possibility of product purchase. The above results show that there is a matching effect between the role of decision maker and the type of information. On the one hand, this finding supports the current theories about the difference between self and others, on the other hand, it shows that it is necessary to distinguish the role of decision makers for understanding consumer psychology, and it has important implications for marketers.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：C934

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