广告信息框架与消费者孤独感交互影响广告说服力的研究

发布时间：2018-04-15 17:15

  本文选题：广告对消费者的说服力 + 防御框架　； 参考：《管理学报》2017年12期

【摘要】：现代社会孤独感非常普遍,但鲜有研究关注到消费者孤独感如何影响广告对消费者的说服力等重要营销学变量。3组实验分别选取中国大陆和中国香港的样本发现,广告信息框架(防御框架vs.促进框架)和消费者孤独感交互影响广告对消费者的说服力:对于采用防御框架的广告(强调"避害"),消费者的孤独感越高则广告对其说服力也越高,孤独感能够增强广告对消费者的说服力;然而,对于采用促进框架的广告(强调"趋利"),消费者的孤独感越高则广告对其说服力反而越低,孤独感会减弱广告对消费者的说服力。这是因为:消费者的孤独感越高则越悲观,对于采用防御框架的广告,消费者的悲观程度越高则该类广告对消费者的说服力也越高,孤独感通过影响悲观程度对广告说服力产生正向的间接效应;然而,对于采用促进框架的广告,消费者的悲观程度越高则该类广告对消费者的说服力反而越低,孤独感通过影响悲观程度对广告说服力产生负向的间接效应。研究与时俱进地揭示了新的影响广告说服力的重要前因变量,还提供了关于孤独感如何影响个体认知特点的新知识。
[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.
【作者单位】： 清华大学经济管理学院;南开大学商学院;
【基金】：国家自然科学基金资助项目(71372099,71602093)
【分类号】：F274;F713.8
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本文编号：1755041