本文選題：廣告對消費者的說服力 + 防御框架　； 參考：《管理學報》2017年12期

【摘要】：現(xiàn)代社會孤獨感非常普遍,但鮮有研究關注到消費者孤獨感如何影響廣告對消費者的說服力等重要營銷學變量。3組實驗分別選取中國大陸和中國香港的樣本發(fā)現(xiàn),廣告信息框架(防御框架vs.促進框架)和消費者孤獨感交互影響廣告對消費者的說服力:對于采用防御框架的廣告(強調(diào)"避害"),消費者的孤獨感越高則廣告對其說服力也越高,孤獨感能夠增強廣告對消費者的說服力;然而,對于采用促進框架的廣告(強調(diào)"趨利"),消費者的孤獨感越高則廣告對其說服力反而越低,孤獨感會減弱廣告對消費者的說服力。這是因為:消費者的孤獨感越高則越悲觀,對于采用防御框架的廣告,消費者的悲觀程度越高則該類廣告對消費者的說服力也越高,孤獨感通過影響悲觀程度對廣告說服力產(chǎn)生正向的間接效應;然而,對于采用促進框架的廣告,消費者的悲觀程度越高則該類廣告對消費者的說服力反而越低,孤獨感通過影響悲觀程度對廣告說服力產(chǎn)生負向的間接效應。研究與時俱進地揭示了新的影響廣告說服力的重要前因變量,還提供了關于孤獨感如何影響個體認知特點的新知識。
[Abstract]:Loneliness is very common in modern society, but few studies have focused on how loneliness affects consumer persuasion and other important marketing variables such as 3 groups of experiments selected from mainland China and Hong Kong, China, respectively.Advertising information framework (defense framework vs.Promotion framework) and consumer loneliness interact with each other to influence consumer persuasion: for ads using a defensive framework (emphasis on "avoiding harm"), the higher the consumer's loneliness, the more persuasive the advertisement is.Loneliness can enhance the persuasion of advertising to consumers; however, for ads that use a promotional framework (emphasis on "profit"), the higher the consumer's loneliness, the less persuasive it is.Loneliness weakens the persuasion of advertising to consumers.This is because: the higher the sense of loneliness, the more pessimistic consumers are, and the more pessimistic they are for advertisements using a defensive framework, the more persuasive they are to consumers.Loneliness has a positive indirect effect on advertising persuasion by influencing the degree of pessimism. However, the higher the degree of pessimism is, the less persuasive the advertising is to consumers.Loneliness has a negative indirect effect on advertising persuasion by influencing the degree of pessimism.The research advances with the times to reveal new important prodependent variables that influence advertising persuasion, and to provide new knowledge on how loneliness affects individual cognitive characteristics.
【作者單位】： 清華大學經(jīng)濟管理學院;南開大學商學院;
【基金】：國家自然科學基金資助項目(71372099,71602093)
【分類號】：F274;F713.8
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本文編號：1755041