独特化需求对虚拟代言人说服效果影响研究

虚拟代言人在营销沟通中担任重要角色,但以往研究多关注各项拟人化特征对广告效果的影响,鲜有对消费者的独特化需求特质如何影响虚拟代言人沟通效果的研究。通过三个实验研究,考察两类代言人（虚拟代言人与真人）与消费者独特化需求水平（从低到高）交互作用下的广告说服效果。研究一表明：不同代言人类型的广告说服效果受消费者独特化需求水平的调节,其中高独特化需求的消费者对虚拟代言人的反应更积极。研究二进一步发现：独特化需求和代言人类型的交互作用是通过积极情绪作为中介路径,进而提升广告说服力。研究三加入品牌类型（奢侈品牌与大众品牌）作三阶调节效应检验,结果显示：虚拟代言人在大众品牌广告中,对高独特化需求的消费者说服力要比真人代言人的说服力更强;然而这种调节效应在奢侈品牌广告中差异不显著。     

Same Service,Different Ad Claims: The Moderating Role of Need for Cognition

Advertisers can choose among different ad claims when framing commercial messages about a new service offer. Two alternative ad claims are functional ad claims, focusing on product or service attributes and benefits, and experiential ad claims, focusing on future experiences with the product or service. This article proposes that different ad claims evoke different memory structures (semantic vs. episodic), and that different memory structures require different types of cognitive processing (system 1 vs. system 2). In two experiments using need for cognition as a dispositional trait of level of cognitive processing, this article shows that a new service entrant with experiential ad claims will be less favorably evaluated when consumers engage in more effortful, or system 2, processing, than when consumers engage in less effortful processing (system 1). For functional claims, however, the evaluation of the new service does not differ between the two types of cognitive processing (system 1 vs. system 2).     

The Role of Need for Cognition in Media Evaluation and Usage

While past studies have explored demographic differ- ences in attitudes toward mass media and media usage, this study investigated how differences among consumers in the way they react to information processing situations relate to these media variables. Individuals differing in the extent to which they engage in and enjoy thinking (Cacioppo and Petty 1982) were asked to respond to a series of media-related marketing variables. The analysis of covari- ance results with age, income, and education as covariates showed that low need for cognition individuals in comparison with high need for cognition individuals had sigmcantly more positive atti- tudes toward the broadcast medium, used TV more, and had stronger TV orientation. The implications of the results and of future research directions are discussed.     

Priming a Cross‐Category Brand Alliance: The Moderating Role of Attribute Knowledge and Need for Cognition

Firms often enter cross‐category advertising brand alliance strategies with the goal to increase their market share by association with popular but noncompeting brand allies. However, firms are often not aware of the effects of these alliances on consumer perceptions of participating brands. This research explores the factors moderating brand attribute inferences following exposure to a cross‐category advertising brand alliance. It is proposed that attributes of a brand ally may serve as anchors that produce assimilation effects and move perceptions of a target brand toward the ally's attribute value, or as standards of comparison that produce contrast. This work provides evidence that attribute judgments in a cross‐category advertising brand alliance are moderated by attribute knowledge and individual differences in information processing motivation as reflected in self‐reported need for cognition (NFC) ratings.     

Sensitivity to Ulterior Motives in Retail Settings: The Moderating Role of Dual-Identity versus Sole-Identity Consumers

The current research compares sole-identity versus dualidentity consumers in their responses to different retail persuasion attempts that occur in situations with low versus high ulterior motives. We examine different consumer responses (e.g., interaction time, perceived friendliness, future interaction intentions, and actual purchase behavior). We find that dual-identity consumers (those individuals with sales experience who have both a consumer and agent identity available) tend to automatically activate their agent identity which makes them more likely to take the perspective of the sales agent as compared to sole-identity consumers (individuals without sales experience who only have a consumer identity available). Dual-identity consumers show greater sensitivity to ulterior motives as exhibited by more accurate responses when persuasion cues suggest that ulterior motives are low, but not high. In contrast, sole-identity consumers are insensitive to differing levels of ulterior motives. The current research further demonstrates that perspective-taking can mitigate sole-identity consumers' defensive reactions which can increase their responses to sales agents' persuasion attempts with low ulterior motives.     

消费者独特性需求对独特产品/品牌偏好影响的研究

本文采用实证研究方法，对有关消费者独特性需求的相关研究作出了比较完整的理论综述，在此基础上就该需求对消费者独特产品／品牌偏好之间的作用关系进行了分析。通过分析了解到本土消费者在对独特性需求的理解上具有一定的特殊性，这种特殊性的产生与中国文化的集体导向特点和当前社会发展处于转型阶段具有一定的联系，这种特殊性的存在一定程度上影响了消费者对独特产品／品牌的偏好。     

Understanding Cosmopolitanism and Brand Origin Recognition Accuracy: The Moderating Effect of Need for Cognition

This paper investigates whether cosmopolitan individuals have a greater knowledge of brand origins compared to non-cosmopolitans. The moderating effect of need for cognition is tested. Additionally, this work tests whether the level of confidence in assigning a country of origin to a brand affects brand attitude. The results show that cosmopolitan individuals have significantly higher brand origin recognition accuracy scores than non-cosmopolitans. Second, an interaction is found between cosmopolitanism and need for cognition to impact the brand origin recognition accuracy. Third, when individuals are more confident about the origin of a brand, brand attitude increases.     

Indulgence versus Restraint: The Moderating Role of Cultural Differences on the Relationship between Corporate Social Performance and Corporate Financial Performance

Adapting to the cultural environment surrounding, a firm is of paramount importance in international marketing practices. Extant marketing literature provides meager guidance to marketers on how to adapt to cultural factors to turn corporate social responsibility strategies into financial outcomes. To address this gap, we utilize the instrumental stakeholder theory and Hofstede's cultural framework to investigate the moderating effect of indulgence versus restraint culture on the relationship between corporate social performance (CSP) and corporate financial performance (CFP). Applying a panel data regression analysis to a dataset of CSP and CFP data for 3753 firms from 43 different countries, we demonstrate that CSP has a positive effect on CFP. However, we show that CSP has a weaker effect on CFP in firms located in indulgent countries. Therefore, to generate financial outcomes, we recommend managers to allocate more resources to CSP initiatives if the firm is operating in a culturally restrained country.     

Identification Effects on Advertising Response: The Moderating Role of Involvement

This study examines two important variables for advertisers, ethnicity and product involvement. We investigate the effectiveness of Hispanic-targeted advertising by exploring the impact of ad model's ethnicity on attitudes toward high- and low-involvement products. The results of our quasi-experiment suggest that appealing to strong Hispanic identifiers may be highly desirable in terms of creating favorable attitudes when advertising low-involvement products. For high-involvement products, Hispanic-targeted advertising may not be as effective since ethnicity may not be an important cue. Theoretical implications regarding the impact of distinctiveness theory and practical implications for practitioners trying to spend advertising dollars more efficiently are discussed.     

The Moderating Role of Involvement on the Overchoice Effect in Retail Decision Making

We tested the overchoice effect hypothesis. In the experiments, we manipulated the options in three levels and assessed their impact on the dependent variables. In study 1, we presented 11 vs. 7 vs. 5 drink options to consumers. In study 2, we presented 50 vs. 40 vs. 30 pizza menu options. In Study 3, we presented 16 vs. 12 vs. 8 gum options. The results did not show a main effect of overchoice on the dependent variable, rejecting the overchoice theory. However, the findings supported null empirical finding in the 2010 Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2010). Can there ever be too many options? A meta-analytic review of choice overload. Journal of Consumer Research, 37(2), 135–142. https://doi.org/10.1086/651235  [Google Scholar] meta-analytic study by Scheibehenne, Greifeneder, and Todd. In addition, this article found support for an interactive effect of involvement with the overchoice condition.     

Effects of Product Option Framing and Temporal Distance on Consumer Choice: The Moderating Role of Process versus Outcome Mental Simulations

This research demonstrates that the type of product option framing (additive vs. subtractive) and the temporal distance between an option choice and later buying behavior can influence decision difficulty. In two studies, the authors show that consumers who engage in additive option framing experience greater difficulty in making decisions for the near future than for the distant future, whereas consumers who engage in subtractive option framing experience greater difficulty in making decisions for the distant future than for the near future. In addition, by using theories of mental simulation, the authors show that communication strategies that promote process simulations for distant‐future choices in the subtractive option framing condition and those that promote outcome simulations for near‐future choices in the additive option framing condition are most effective in reducing decision difficulty. These effects hold across varying product categories and varying option prices.     

基于解释水平调节作用的自我形象一致研究

通过构建自我形象一致、品牌信任、解释水平和品牌忠诚的模型,本文发现自我形象一致对品牌忠诚的直接影响不显著,但是会通过情感信任和认知信任间接地影响品牌忠诚;解释水平会调节自我形象一致对品牌信任的影响,高解释水平者自我形象一致对情感信任和认知信任的影响要强于低解释水平者的影响。因此,自我形象一致能够积极影响品牌忠诚。     

Accelerating Adoption of New Products of Thai Consumers: The Moderating Roles of Self-Brand Concept and Reference Group

The effect of consumer innovativeness on intention to purchase new products has been considerably investigated, but moderating effects to increase adoption rate of new products have thus far been overlooked. Drawing from the concept of consumer innovativeness, using survey research among Thai consumers, and analyzing data with hierarchical regression analysis, the author reveals that self-brand concept and reference groups can accelerate the adoption rate of new products. Successful firms can redefine marketing strategies to increase the adoption rate by developing new products and using brand strategy to fit with the individual or his/her group.     

Price Consciousness and Purchase Intentions for New Food Products: The Moderating Effect of Product Category Knowledge when Price Is Unknown

This study examines the degree to which consumers' price consciousness affects their purchase intentions for a newly introduced product when the price of the product is unknown. Based on data from 186 consumers exposed to a new product offering, the results show that price consciousness indeed has a negative effect on purchase intentions, but only for consumers with a high level of product category knowledge. Although perceived risk and perceived value are significantly related to purchase intentions in general, price consciousness seems to affect only those consumers who make inferences about price based on their knowledge of the product category. Both theoretical and managerial implications of the findings are offered.     

Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing

In this article we examine differences in the impact of message framing and scarcity appeal types in advertisements on consumers with varying levels of need for uniqueness (NFU). Results from two experimental studies support a two-way NFU × scarcity interaction, wherein participants with lower levels of NFU show a greater impact of demand (versus supply) scarcity appeal on their attitudes and purchase intentions; whereas participants with higher levels of NFU show a greater impact of supply (versus demand) appeal. In addition, we found support for a three-way interaction, which shows that, under both gain and loss frames, participants with lower levels of NFU prefer demand over supply appeal; whereas under the loss frame, participants with higher levels of NFU prefer supply over demand appeal. We discuss the conceptual contribution and managerial implications of these findings.     

The Effect of Agency Creativity on Campaign Outcomes: The Moderating Role of Market Conditions

This study examines the effect of agency creativity on campaign outcomes as moderated by different levels of market dynamism and competitive intensity. Using data from matched interviews of advertisers and agency creative teams in China, the study reveals complicated relationships among agency creativity, market conditions, and campaign outcomes. The impact of agency creativity on campaign outcomes is positive but the impact of excessive creativity is negative, and agency creativity is more powerful in high rather than low competitive intensity and in low rather than high market dynamism. Theoretical and managerial implications as well as directions for future advertising creativity research are derived from findings of the study.     

The Role of Consumer Characteristics and Attitudes in Purchase Behavior of Domestic versus Foreign Made Products

Abstract

The aim of this study was to investigate the role of factors underlying consumer choice of domestic vs. foreign products on a sample of consumers in a less traditional post-socialist economy of Slovenia. Empirical results confirmed the postulated relationships among the protectionism dimension of ethnocentric attitudes, familiarity with global brands and consumer domestic purchase decisions for the product categories examined in this study. However, findings did not lend support for theoretical propositions related to demographic variables. Implications for domestic and global brand managers are outlined in the conclusions.     

Moderating Role of Consumer Self-Concept on the Effectiveness of Two Nostalgia Appeals

Existing empirical studies suggest that evoked nostalgia about a brand is positively related to attitude toward the brand. However, it is unlikely that nostalgia appeals are universally effective. Therefore, this research investigates two types of consumer nostalgias—individualistic nostalgia and collectivistic nostalgia— and examines how the relative effectiveness of these two nostalgia appeals is moderated by consumer self-concept (independent versus interdependent). Based on a two-phase study with time-honored Chinese brands, we reveal that, for consumers with an independent self-concept, an individualistic nostalgia appeal is more effective than a collectivistic nostalgia appeal, whereas for consumers with an interdependent self-concept, a collectivistic nostalgia appeal is more effective than an individualistic nostalgia appeal.     

The Moderating Role of Confidence in Expectations and the Asymmetric Influence of Disconfirmation on Customer Satisfaction

This article examines the way in which confidence in expectations moderates the process of customer satisfaction formation, and whether positive disconfirmation and negative disconfirmation have asymmetric influences on satisfaction. Using structural equation analysis, the proposed model was tested with 256 Korean customers of family restaurants. The results indicate that confidence in expectations plays a significant role in the customer satisfaction formation process. The indirect effects of expectations via performance on customer satisfaction are stronger for customers with high confidence in expectations. The results also indicate that the influence of disconfirmation on customer satisfaction can be asymmetric. The asymmetric influence occurs especially when customers have high confidence in expectations.     

Designing Effective Websites: The Moderating Role of User Internet Experience

ABSTRACT

The objective of this study was to analyze the effectiveness of various aspects relating to execution of a Website: Presentation format, quantity and type of content. We developed experimental Websites and we found that in high-involvement context this effectiveness is not influenced as much by the format of presentation of the Website as by the quantity and type of content offered. The extension of the Website content generates more favorable, affective and behavioral responses only when such extension has an informative nature. Moreover, we found evidence of the moderating role of the individual's Web experience in the advertising persuasion process. Therefore, the results of this investigation can provide recommendations to the organizations on how to create effective Websites.