"有限理性"的消费者与广告有效诉求的实现——基于行为经济学视角

行为经济学对人性中情感性和非理性因素的分析和肯定，为实现广告的有效诉求提供了有益启示。行为经济学关于人具有“有限理性”的基本判断，促进了广告研究者对广告信息加工过程的理解；框架效应的存在，提示广告诉求要注意信息展示的技巧；心理账户理论展示了金钱的“非替代性”，提示广告诉求应顺应或引导消费者的心理账户设置；禀赋效应的普遍存在，提示广告在诉求弃旧换新时要关注消费者的心理成本；稀缺效应揭示了稀缺性对消费心态和消费行为的影响，提醒广告人要区别对待富裕消费者和贫穷消费者；助推强调以低成本方式引导和优化决策，对其的借鉴有助于提升公益广告的说服效果。

Consumers with Bounded Rationality and the Realization of Advertising Appeals:A Perspective of Behavioral Economics

The analysis and affirmation of emotional and irrational factors in human beings in behavioral economics have provided the realization of advertising appeals with some positive enlightenments: the basic belief that humans are of bounded rationality has promoted researchers'' understanding on the effectiveness of advertisement; the existence of framing effect implies the importance of information exhibition skills; the mental accounting theory shows that money is irreplaceable, which suggests advertising appeals should comply with or guide consumers'' mental account; the endowment effect reminds advertisers of concerns on consumers'' psychological costs when appealing to change; the scarcity effect reveals the influence of scarcity on consumers'' attitude and behavior, suggesting that advertising should be made differently based on the audiences'' incomes; the nudging theory empathizes guiding and optimizing decision with low cost, which is helpful for improving the effects of public service advertising.