决策者角色与信息类型对广告说服效果的影响

发布时间：2018-04-27 21:24

本文选题：决策者角色 + 自己-他人决策差异　；参考：《华东师范大学》2017年硕士论文

【摘要】：生活中我们会看到各式各样的广告信息,有的强调使用产品带来的积极结果(促进型信息),有的则强调使用产品可以避免的消极结果(预防型信息)。不同信息类型的广告对消费者的购买决策有不同的说服效果。并且,消费者不仅要为自己做购买决策,也常为他人做购买决策,换言之,消费者会处于不同的决策者角色之中。然而,目前少有研究探讨决策者角色是否会对广告说服效果产生影响。本研究通过两个实验考察了决策者角色如何及为何影响不同信息类型广告的说服效果。两个实验使用不同的信息类型操纵方法,采用2(决策者角色:为自己决策/为他人决策)× 2(信息类型:促进型/预防型)两因素被试间设计。实验结果发现:(1)决策者角色与信息类型对产品购买可能性有显著的交互作用。为他人决策时,对促进型广告中产品的购买可能性高于预防型广告;而为自己决策时,对预防型广告中产品的购买可能性高于促进型广告。(2)决策者角色与信息类型的交互作用通过投入度而影响购买可能性。为他人决策者时,对促进型广告比预防型广告投入度更高,从而提高了产品购买可能性;而为自己决策时,对预防型广告比促进型广告投入度更高,从而提高了产品购买可能性。上述结果表明,决策者角色与信息类型之间存在匹配效应。这一发现一方面支持了当前关于自己-他人决策差异的相关理论,另一方面说明区分决策者角色对于理解消费者心理的必要性,并对营销者具有重要的应用启示。
[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.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：C934

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