幸福导向广告如何带来产品评价：情绪效价的调节

发布时间：2018-03-21 11:07

本文选题：幸福感　切入点：广告诉求　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：当幸福日益成为生活的热点话题时,幸福也成为营销领域的新宠,深入地了解消费者对幸福感的理解和偏好对于企业的幸福感营销具有重要实践意义。为此,本研究基于积极心理学领域中幸福感的研究视角,研究两种不同类型幸福导向广告诉求如何影响产品评价。虽同为幸福感,消费者对享乐幸福和自我实现幸福的区别感知却很模糊。个体的幸福感与所处情绪以及情绪的调节方式相关。消费者处于积极情绪下和消极情绪下对两种不同类型幸福感的偏好成为本文关注的第一个问题。有研究发现情绪与产品类型存在关系,情绪效价和情绪唤醒程度交互影响消费者对享乐品和实用品的产品评价。因此,产品类型(享乐型产品/实用型产品)是否会对本研究设想产生影响成为本文进行探索的第二个问题。本文通过在两个平行实验中(两实验分别采用享乐品和实用品作为实验材料)开展2(幸福导向广告诉求:享乐幸福广告诉求VS自我实现幸福广告诉求)×2(情绪效价:积极情绪VS消极情绪)的二因素混合实验研究发现:无论享乐品还是实用品,对于处于积极情绪下的消费者而言,两种不同类型幸福导向广告诉求对产品评价的影响均不存在显著差异。享乐品下,对于处于消极情绪下的消费者而言,享乐幸福广告诉求引起的产品评价优于自我实现幸福广告诉求;实用品下,自我实现幸福广告诉求引起的产品评价优于享乐幸福广告诉求。目前,尽管广告领域早已开始将幸福作为重要的主题展开营销实践,但国内营销领域对幸福感方面的研究尚处于起步阶段。本研究的相关内容将会补充国内的消费者幸福感特别是广告幸福感领域的理论,并初步探索幸福心理学领域中享乐与自我实现的区别。在营销实践方面,本文的研究成果将有助于企业深入了解幸福感广告影响消费者产品评价的机制,为企业在未来如何有效地采用幸福的主题展开广告营销带来启发。
[Abstract]:When happiness becomes a hot topic in daily life, happiness also becomes a new favorite in marketing field. It is very important to understand consumers' understanding and preference of happiness for enterprises' happiness marketing. Based on the perspective of happiness in the field of positive psychology, this study studies how two different types of happiness oriented advertising appeal affect product evaluation. The consumer's perception of the difference between hedonic happiness and self-fulfilling happiness is blurred. Individual happiness is related to the mood in which it is located and the manner in which it is regulated. Consumers are in a positive mood and a negative one in two different categories. The preference of type B well-being has become the first problem in this paper. Some studies have found that emotion is related to the type of product. Emotional potency and emotional arousal interact with each other to influence consumers' product evaluation of hedonic and practical products. Whether the type of product (hedonic product / practical product) will have an impact on this research assumption becomes the second question in this paper. In this paper, two parallel experiments (hedonic product and real product) were carried out. The two-factor mixed experiment of "Happiness oriented Advertising: hedonic Happiness Advertising pursuit" 脳 2 (emotional titer: positive emotion vs negative emotion) was carried out. On hedonic goods or practical goods, For consumers in positive mood, there was no significant difference between the two types of happiness oriented advertising demands on product evaluation. The product evaluation caused by the pursuit of hedonic happiness is superior to that caused by self-realization of happiness advertising; under practical goods, the product evaluation caused by self-realization of happiness advertising appeal is superior to that caused by hedonic happiness advertising appeal. At present, Although the advertising field has long begun to put happiness into practice as an important theme, However, the research on happiness in domestic marketing field is still in its infancy. The relevant contents of this study will supplement the theory of consumer well-being, especially advertising happiness, in China. In marketing practice, the research results of this paper will help enterprises to understand the mechanism that happiness advertising affects consumer product evaluation. Enlighten companies how to effectively adopt the happy theme advertising marketing in the future.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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