| 反感性广告的知觉建构和购买意向研究 |
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| 引用本文： | 王新珠.反感性广告的知觉建构和购买意向研究[J].广告大观,2009(5):25-28. |
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| 作者姓名： | 王新珠 |
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| 作者单位： | 宜宾学院教育系 |
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| 摘 要： | 广告的反感性会影响消费者的品牌购买意向，面对明显性暗示的反感性广告，消费者的知觉建构是多维度的，消极的知觉建构可以降低产品购买意向，积极的知觉建构可以增强产品购买意向。
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| 关 键 词： | 反感性广告 知觉建构 购买意向 |
Research on cognitive construct of offensive advertisement and purchase intention |
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| Wang Xinzhu.Research on cognitive construct of offensive advertisement and purchase intention[J].Advertisinc Panorama,2009(5):25-28. |
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| Authors: | Wang Xinzhu |
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| Institution: | Wang Xinzhu |
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| Abstract: | Offensiveness of ads leads to low purchase intention; facing explicitly sexually offensive ads,consumers have multidimentional cognitive constructs; and the negative cognitive constructs can decrease the purchase intention,the positive ones correlate with high purchase intention. |
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| Keywords: | Offensive advertisement Cognitive construct Purchase intention |
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