本文選題：懷舊　切入點：個人懷舊　出處：《心理學報》2011年03期 　論文類型：期刊論文

【摘要】：在懷舊風潮盛行的大背景下,懷舊廣告日益受到了廣告主的青睞。然而,由于懷舊訴求未能正確匹配目標受眾,導致一些懷舊廣告的無效甚至是起反面效果�；诖�,通過區(qū)分個人懷舊訴求和虛擬集體懷舊訴求,并將其聯(lián)結(jié)于消費者的兩種自我概念形態(tài)(獨立自我與互依自我),經(jīng)由兩個實驗探查了受眾的自我概念形態(tài)對不同懷舊廣告訴求的反應。實驗一采用2(懷舊訴求:個人懷舊與虛擬集體懷舊)×2(自我概念:獨立自我與互依自我)組間因子設(shè)計,檢驗自我概念形態(tài)是否對個人懷舊訴求廣告、虛擬集體懷舊訴求廣告的效果起調(diào)節(jié)作用;實驗二通過對自我概念采用不一樣的操控方式,對認知反應進行更加有效的測量,對同一被試接觸到懷舊廣告信息前后的品牌態(tài)度進行對比等,重復檢驗了實驗一的研究結(jié)果。實驗結(jié)果顯示:獨立自我程度高的消費者往往偏好于個人懷舊訴求,而互依自我程度高的消費者往往偏好于虛擬集體懷舊訴求。研究結(jié)果表明:懷舊雖是一項很好的廣告題材,但在具體應用時,需要注意懷舊訴求與目標受眾的匹配性。本研究拓展了自我概念這一重要心理變量在懷舊廣告領(lǐng)域的應用;同時,論文研究結(jié)果對于懷舊營銷、跨文化營銷也有一定的啟示意義。
[Abstract]:In the background of the prevalence of nostalgia, nostalgia advertisements are increasingly favored by advertisers. However, because nostalgia demands fail to match the target audience correctly, some nostalgic advertisements are ineffective or even have negative effects. By distinguishing between individual nostalgia and virtual collective nostalgia, The two self-concept forms (independent self and interdependent self) are connected to the consumers. Through two experiments, the responses of the audience's self-concept forms to different nostalgic advertising demands are explored. Experiment 1 uses 2 (nostalgic appeals). Individual nostalgia and virtual collective nostalgia) 脳 2 (self concept: independent self and dependent self) inter-group factor design, To test whether the self-concept form can regulate the effect of individual nostalgia advertising and virtual collective nostalgia advertising; experiment two measures the cognitive response more effectively by using different manipulating ways to self-concept. Comparing the brand attitudes of the same subjects before and after they were exposed to nostalgic advertising information, we repeatedly examined the results of experiment 1. The results showed that consumers with high degree of independence tend to prefer individual nostalgia. Consumers with high degree of mutual dependence tend to prefer virtual collective nostalgia. The results show that nostalgia is a good advertising theme, but in specific applications, We need to pay attention to the matching between nostalgia demands and target audiences. This study extends the application of self-concept, an important psychological variable, in the field of nostalgia advertising. Cross-cultural marketing also has certain enlightenment significance.
【作者單位】： 電子科技大學經(jīng)濟管理學院;堪薩斯大學商學院;
【基金】：國家自然科學基金項目(70802012) 中國博士后科學基金項目(20070421142)資助
【分類號】：F713.8
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本文編號：1586750