消费者对公益营销的反应机制:基于道德情绪的解释
发布时间：2018-07-28 13:47
【摘要】：传统对公益营销的研究基于理性认知去分析企业与事业契合度、公益营销产品价格、消费者认同、公益事业熟悉度等认知因素对消费者的影响,忽略了公益营销中道德情绪的主导作用。基于公益营销中消费者决策包含道德判断的假设,依据Haidt的道德判断社会直觉理论,本文从三种主要道德情绪—感知他人痛苦情绪、赞美他人情绪和自我意识情绪出发,构建了消费者对公益营销的反应机制模型。
[Abstract]:The traditional research on public welfare marketing is based on rational cognition to analyze the impact of cognitive factors on consumers, such as the degree of conformity between enterprises and undertakings, the price of public welfare marketing products, the consumer identity, the degree of familiarity with public welfare undertakings, and so on. Neglecting the leading role of moral emotion in public welfare marketing. Based on the assumption that consumer decision-making includes moral judgment in public welfare marketing, and according to Haidt's social intuition theory of moral judgment, this paper starts from three main moral moods-sensing others' painful emotions, praising others' emotions and self-conscious emotions. The reaction mechanism model of consumer to public welfare marketing is constructed.
【作者单位】： 山东交通学院经济与管理学院;四川师范大学商学院;
【基金】：山东省社会科学规划研究项目(13CGLZ07) 教育部人文社会科学研究青年基金项目(15XJC790008) 四川省教育厅人文社科重点项目(16SA0014)
【分类号】：D632.9;F713.55
[Abstract]:The traditional research on public welfare marketing is based on rational cognition to analyze the impact of cognitive factors on consumers, such as the degree of conformity between enterprises and undertakings, the price of public welfare marketing products, the consumer identity, the degree of familiarity with public welfare undertakings, and so on. Neglecting the leading role of moral emotion in public welfare marketing. Based on the assumption that consumer decision-making includes moral judgment in public welfare marketing, and according to Haidt's social intuition theory of moral judgment, this paper starts from three main moral moods-sensing others' painful emotions, praising others' emotions and self-conscious emotions. The reaction mechanism model of consumer to public welfare marketing is constructed.
【作者单位】： 山东交通学院经济与管理学院;四川师范大学商学院;
【基金】：山东省社会科学规划研究项目(13CGLZ07) 教育部人文社会科学研究青年基金项目(15XJC790008) 四川省教育厅人文社科重点项目(16SA0014)
【分类号】：D632.9;F713.55
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