【摘要】：綠色產(chǎn)品的開發(fā)與推廣對實現(xiàn)可持續(xù)發(fā)展具有積極的促進作用,綠色產(chǎn)品不僅受到越來越多人的重視，，也受到越來越多人的推崇。綠色產(chǎn)品廣告作為企業(yè)與消費者溝通的重要渠道，在綠色產(chǎn)品營銷中擔(dān)負著重要的角色。企業(yè)往往在廣告宣傳方面毫不吝嗇，往往一擲千金，但如何讓企業(yè)投入的每一筆廣告費用都物盡其用？這是實踐界和學(xué)術(shù)界都需要探討的問題。本文從消費者的環(huán)境態(tài)度和廣告訴求方式的交互效應(yīng)視角對廣告心理效果進行研究，試圖為企業(yè)更有針對性的制定廣告策略提供有價值的對策與建議。 基于這一背景，本文以無磷洗衣粉這一最為常見的綠色產(chǎn)品為例，通過實驗法進行實證研究。實驗以在校大學(xué)生為研究對象，采用2（廣告訴求方式：綠色訴求或經(jīng)濟訴求）×3（環(huán)境態(tài)度：生態(tài)態(tài)度或利己態(tài)度或利他態(tài)度）被試間實驗設(shè)計，研究環(huán)境態(tài)度和廣告訴求方式對廣告心理效果的影響。 實證研究結(jié)果表明，人口統(tǒng)計特征的變量不會導(dǎo)致廣告心理效果產(chǎn)生顯著差異。針對持有特定環(huán)境態(tài)度的被試而言，不同的廣告訴求方式對廣告心理效果有顯著的影響。具體而言，對于持有生態(tài)環(huán)境態(tài)度的被試而言，采用綠色訴求方式的廣告心理效果更佳；對于持有利己環(huán)境態(tài)度的被試而言，采用經(jīng)濟訴求方式的廣告心理效果更佳；對于持有利他環(huán)境態(tài)度的被試而言，采用綠色訴求方式的廣告心理效果更佳。最后，根據(jù)本文的研究結(jié)論，提出了相關(guān)的管理對策與建議；并指出本研究的局限和未來研究方向。
[Abstract]:The development and promotion of green products have a positive effect on the achievement of sustainable development. As an important channel of communication between enterprises and consumers, green product advertising plays an important role in the marketing of green products. The enterprise is often not stingy in advertising, often throwing money, but how to make every advertising expense invested by the enterprise to do it? This is a question that both the practice community and the academic community need to explore. This paper, from the view of the consumer's environmental attitude and the interactive effect of the advertisement demand, studies the psychological effect of the advertisement, and tries to provide valuable countermeasures and suggestions for the more targeted development of the advertising strategy for the enterprise. Based on this background, this paper takes the most common green product of phosphate-free washing powder as an example, and makes an empirical research by the experimental method. To study the effect of environmental attitude and advertisement demand on the psychological effect of advertisement. The results of the empirical study show that the variable of demographic characteristics will not lead to a significant effect on the psychological effect of advertising. The difference is that, in the case of a test with a specific environmental attitude, different advertising demands have a significant effect on the psychological effect of the advertisement. In particular, in the case of the test of the attitude of the ecological environment, the advertising psychological effect of adopting the green appeal method is better; in the case of the test with the attitude of the self-interest environment, the advertising psychological effect of adopting the economic demand mode is better; and for the quilt with the favorable environment attitude, In the case of the test, the advertising psychological effect in the way of green appeal Finally, according to the research conclusion of this paper, the relevant management countermeasures and suggestions are put forward, and the limitation and future research of this research are pointed out.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F713.8

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本文編號：2497534