自我概念对两类怀旧广告诉求有效性的影响

发布时间：2018-03-09 03:15

  本文选题：怀旧　切入点：个人怀旧　出处：《心理学报》2011年03期 　论文类型：期刊论文

【摘要】：在怀旧风潮盛行的大背景下,怀旧广告日益受到了广告主的青睐。然而,由于怀旧诉求未能正确匹配目标受众,导致一些怀旧广告的无效甚至是起反面效果。基于此,通过区分个人怀旧诉求和虚拟集体怀旧诉求,并将其联结于消费者的两种自我概念形态(独立自我与互依自我),经由两个实验探查了受众的自我概念形态对不同怀旧广告诉求的反应。实验一采用2(怀旧诉求:个人怀旧与虚拟集体怀旧)×2(自我概念:独立自我与互依自我)组间因子设计,检验自我概念形态是否对个人怀旧诉求广告、虚拟集体怀旧诉求广告的效果起调节作用;实验二通过对自我概念采用不一样的操控方式,对认知反应进行更加有效的测量,对同一被试接触到怀旧广告信息前后的品牌态度进行对比等,重复检验了实验一的研究结果。实验结果显示:独立自我程度高的消费者往往偏好于个人怀旧诉求,而互依自我程度高的消费者往往偏好于虚拟集体怀旧诉求。研究结果表明:怀旧虽是一项很好的广告题材,但在具体应用时,需要注意怀旧诉求与目标受众的匹配性。本研究拓展了自我概念这一重要心理变量在怀旧广告领域的应用;同时,论文研究结果对于怀旧营销、跨文化营销也有一定的启示意义。
[Abstract]:In the background of the prevalence of nostalgia, nostalgia advertisements are increasingly favored by advertisers. However, because nostalgia demands fail to match the target audience correctly, some nostalgic advertisements are ineffective or even have negative effects. By distinguishing between individual nostalgia and virtual collective nostalgia, The two self-concept forms (independent self and interdependent self) are connected to the consumers. Through two experiments, the responses of the audience's self-concept forms to different nostalgic advertising demands are explored. Experiment 1 uses 2 (nostalgic appeals). Individual nostalgia and virtual collective nostalgia) 脳 2 (self concept: independent self and dependent self) inter-group factor design, To test whether the self-concept form can regulate the effect of individual nostalgia advertising and virtual collective nostalgia advertising; experiment two measures the cognitive response more effectively by using different manipulating ways to self-concept. Comparing the brand attitudes of the same subjects before and after they were exposed to nostalgic advertising information, we repeatedly examined the results of experiment 1. The results showed that consumers with high degree of independence tend to prefer individual nostalgia. Consumers with high degree of mutual dependence tend to prefer virtual collective nostalgia. The results show that nostalgia is a good advertising theme, but in specific applications, We need to pay attention to the matching between nostalgia demands and target audiences. This study extends the application of self-concept, an important psychological variable, in the field of nostalgia advertising. Cross-cultural marketing also has certain enlightenment significance.
【作者单位】： 电子科技大学经济管理学院;堪萨斯大学商学院;
【基金】：国家自然科学基金项目(70802012) 中国博士后科学基金项目(20070421142)资助
【分类号】：F713.8
，

本文编号：1586750