基于调节定向的不同面子观消费者对营销信息框架的反应

发布时间：2018-05-06 03:25

本文选题：面子观 + 营销信息框架　；参考：《管理学报》2015年10期

【摘要】：以个体所持有的面子观对顾客进行细分,探讨"想要面子"和"怕掉面子"这两种消费者对不同营销信息框架的偏好。研究一采用问卷调查法探讨消费者面子观与其特质性调节定向的关系;研究二采用2(面子观:"想要面子"vs."怕掉面子")×2(信息框架:促进型信息vs.预防型信息)的实验设计方法探讨不同框架类型的广告对两种面子观消费者的说服效果。结果发现:消费者的调节定向决定了其面子观,"想要面子"个体的促进定向显著大于其预防定向,"怕掉面子"个体的预防定向显著大于其促进定向;促进型广告更能说服"想要面子"的消费者,预防型广告更能说服"怕掉面子"的消费者。
[Abstract]:Based on the personal view of face, this paper discusses the preference of "want face" and "fear face" to different marketing information frame. In the first study, the relationship between consumers' face view and their characteristic regulating orientation was explored by questionnaire survey, and the second was used 2 (face view: "want face" vs. " Fear of face ") 脳 2 (information framework: promotional information Vs. The experimental design method of preventive information is used to explore the persuasion effect of different frame types of advertisements on two kinds of face-oriented consumers. The results show that the orientation of consumers' adjustment determines their face view. The promoting orientation of "want face" is significantly greater than its preventive orientation, and the preventive orientation of "fear of face" is significantly greater than that of promoting orientation. Promotional ads can persuade consumers who want face, and preventive ads can persuade consumers who are afraid of face.
【作者单位】：东北师范大学商学院;
【基金】：国家自然科学基金资助项目(71072159) 国家社会科学研究基金资助项目(15BGL092)
【分类号】：F713.55

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