广告诉求与购买意愿:产品类型、产品涉入的交互作用

近年来有关广告诉求有效性的研究较多,但关于理性诉求和感性诉求哪一个更能导致积极的购买行为并无统一定论,且对各种广告诉求方式的适用条件也缺乏深入探讨。文章以我国某所大学的年轻消费群体为研究对象,通过实验设计与问卷测量实证研究不同广告诉求与消费者购买意愿之间的关系,并检验不同产品类型和产品涉入程度在以上关系中所起的交互作用。研究发现,不同广告诉求方式对消费者购买意愿具有显著的差异化影响,且广告理性诉求通常情况下会比感性诉求效果更佳。产品类型对广告诉求与消费者购买意愿关系的影响取决于消费者产品涉入程度,当消费者购买实用型产品且产品涉入程度较高时,广告理性诉求会比感性诉求更容易提高消费者购买意愿,且广告理性诉求与消费者购买意愿之间的关系得到强化;而当消费者购买享乐型产品且产品涉入程度较低时,广告感性诉求会比理性诉求更容易提高消费者购买意愿,且广告感性诉求与消费者购买意愿之间的关系得到进一步强化。     

闻“香”而悦便会因“情”而买?——消费者涉入的调节作用

嗅觉器官是人类接收外界信息的重要器官,已有大量研究证明在顾客的消费过程中利用环境气味刺激个体的嗅觉能够积极影响消费者对于产品的购买意愿或所在环境的评价。文章基于精细加工可能性模型,通过实验研究方法引入消费者涉入作为调节变量,验证环境气味对消费者情绪的影响以及探讨情绪机制的边界条件。实验结果显示:环境气味能够提升消费者购买意愿,情绪在环境气味和购买意愿之间起中介作用;情绪的中介效应被消费者涉入调节,对同一产品而言,涉入度低时,消费者购买意愿显著增强,涉入度高时,消费者购买意愿差异不显著。本研究对于拓展感官营销的适用边界具有一定的理论意义,也对企业有效采取气味营销、提升感官营销效果具有重要的实践意义。     

博物馆文创产品涉入度对消费意愿的影响：价值感知的中介作用

近年来,随着人们精神文化需求的提升,博物馆文创产业逐渐兴起。本研究基于消费者价值感知视角,揭示了博物馆文创产品涉入度影响消费意愿的内在机理。通过对431份调研问卷的分析发现：（1）博物馆文创产品涉入度正向影响消费意愿;（2）功能价值感知、社会价值感知在博物馆文创产品涉入度与消费意愿间发挥部分中介作用。     

内疚诉求广告中人称变化对消费者购买意愿的影响研究

本文以内疚诉求广告这一广告类型为背景切入,研究广告中不同的人称类型(你、我、他)在购买意愿上呈现出的差异化影响,并通过实验得出以下结论:1.人称对购买意愿的影响作用显著;第三人称比第一人称和第二人称能产生更强的购买意愿。2.内疚水平对人称与购买意愿之间的关系具有完全中介作用;3.使用频率对人称类型与购买意愿的关系具有调节作用:当使用频率高时,面对第一、二人称广告的被试的内疚水平显著低于第三人称的内疚水平;反过来,当消费者使用频率低时,则三类人称之间的差异较小。本研究从细微语言差异角度深化了对内疚诉求广告效果影响因素的研究,也为企业开展营销实践提供了管理借鉴。     

浅谈现代广告中的情感诉求

<正>如果广告只注重介绍产品功效的理性诉求,很容易使人产生"王婆卖瓜,自卖自夸"的印象和逆反心理。而富有人情味和艺术性情感诉求的广告,通过激发消费者积极的情感体验,可以有效地克服消费者的心理抗拒,使其在潜移默化中接受广告影响,达到润物无声的效果。一、情感广告对消费者消费心理的影响     

浅谈广告中的恐惧诉求

广告采用何种诉求方式引起消费者注意,激发消费者购买欲望,是广告成功的关键。理性诉求,尤其是恐惧诉求是一种极为有效的广告说服策略。从不使用广告产品的不良后果中,警诫人们防止不良或不幸结果的发生,给人造成一种心理上的震撼,借以刺激受众情绪,激发受众心理反应,进而促使受众形成或改变态度以及行为意向。     

基于关系的推荐框架对用户推荐采用意愿的影响机制研究

基于用户对主动式推荐的心理抗拒背景,结合情感适应理论与关系传播理论,对用户感知因素进行梳理,构建了用户在基于关系的推荐框架下对推荐采用的决策模型。为验证假设,收集569份有效问卷,运用Amos进行实证分析。结果显示：推荐采用是一个动态决策过程,被推荐用户与推荐用户的关系强度与兴趣匹配度正向影响其对推荐过程的信任感;信任感进一步改善了被推荐用户对推荐内容的操纵意图推断,最终影响其推荐采用意愿;被推荐用户的自我建构会调节信任感对操纵意图推断的影响,当用户为依存型自我建构时,信任感会减少操纵意图推断,当用户为独立型自我建构时,信任感对于减少操纵意图推断的影响变弱。     

推荐奖励计划中消费者意愿研究

近年来企业开始引入"推荐奖励计划",用以鼓励现有顾客向其他人推荐其使用过的产品或服务。本文研究了推荐奖励计划中"奖励额度"和"奖励分配方案",对消费者推荐意愿的影响,分析了口碑传播媒介和产品涉入度的调节作用,认为奖励额度会增强消费者的推荐意愿,而且随着奖励额度的增大推荐意愿会逐渐增强;奖励分配方案也会影响消费者的推荐意愿,与只奖励现有顾客相比,在同时奖励现有顾客和新顾客的情况下,消费者的推荐意愿更强烈,口碑传播媒介和产品涉入度会对以上两种影响产生调节作用。     

在线促销限制对消费者购买决策的影响研究——基于精细加工可能性视角

文章基于精细加工可能性理论探究了在线购物情景中不同促销限制类型（时间限制和数量限制）对消费者购买决策行为的影响。通过2（产品涉入度：高vs低）×2（限制类型：限时vs限量）的组间因子实验设计进行了实证研究,结果发现：在线促销情境下,促销限制对消费者购买决策的影响受到消费者产品涉入度的调节。当产品涉入度高时,消费者偏好时间限制促销,购买意向更高,感知控制感起了中介作用。当产品涉入度低时,偏好数量限制促销,购买意向更高,感知稀缺性起了中介作用。文章丰富了促销理论和消费者购买决策理论,同时为商家进行有效的在线促销提供了直接指导。     

您喜欢电商平台的“猜您喜欢”吗?——个性化推荐对在线消费者心理抗拒的影响机制

运用心理抗拒和两阶段决策理论,通过三个2×2实验,分析电商平台个性化推荐时机、方式和契合度对消费者心理抗拒的影响机制。研究发现:浏览阶段采用基于隐式反馈的推荐更易引发感知操纵意图和感知隐私侵犯,决策阶段采用基于显式反馈的推荐更易引发感知操纵意图和感知隐私侵犯;推荐契合度较高时,决策阶段的推荐和基于隐式反馈的推荐更易引发感知操纵意图和感知隐私侵犯;推荐契合度较低时,浏览阶段的推荐更易引发感知操纵意图和感知隐私侵犯,基于显式反馈的推荐更易引发感知操纵意图,基于隐式反馈的推荐更易引发感知隐私侵犯;感知操纵意图和感知隐私侵犯对心理抗拒有显著正向影响。     

Guilt appeals: Persuasion knowledge and charitable giving

This paper applies the persuasion knowledge model to explain consumers' responses to charity guilt appeals. With data obtained through a stimuli‐driven survey, the research examines the relationships between knowledge of persuasion tactics and charities, and the level of felt guilt experienced in response to an advertisement and subsequent donation intentions. The findings show that guilt arousal is positively related to donation intention, and that persuasion and agent knowledge impact the extent of guilt aroused. The research confirms that consumers are active rather than passive processors of marketing communications by revealing the role of persuasion and agent knowledge as methods of coping with and informing responses to guilt appeals. Specifically, the research finds that manipulative intent and the respondents' skepticism toward advertising tactics in general are negatively related to guilt arousal but that their affective evaluation and beliefs about a charity are positively related to feelings of guilt. However, it also shows that there is a positive direct relationship between perceived manipulative intent and the intention to donate. © 2007 Wiley Periodicals, Inc.     

Psychological ownership: a social marketing advertising message appeal?

The authors assessed psychological ownership as a potential persuasive advertising message appeal in social marketing efforts. Psychological ownership is a feeling of possession; it occurs when individuals feel that something is theirs even though they cannot hold legal title to it. Interestingly, the first study indicated advertising messages that generate psychological ownership yielded less favourable attitudes, word of mouth and willingness to pay price premiums among women. Women responded more negatively to messages that attempted to induce psychological ownership than to neutral messages. The adverse responses of women prompted the second study, in which both the psychological ownership message and cognitive capacity were manipulated. Results indicate that, in a limited cognitive capacity condition, women responded similarly towards higher psychological ownership and neutral advertising messages. Further, these effects were mediated by inferences of manipulative intent and not feelings of guilt. Theoretical and managerial implications are offered for marketers attempting to use psychological ownership as an advertising message strategy and gender as a segmentation strategy.     

Environmental threat appeals in green advertising

This research examines guilt appeals in green advertising by clarifying moderating roles of issue proximity and environmental consciousness. Advantageous effects of guilt appeals are produced in two contexts: promoting a highly proximal issue to consumers with weak environmental consciousness or promoting a less proximal issue to those with strong environmental consciousness. Guilt appeals are no more effective than non-guilt appeals when a low-proximity issue is presented to individuals with weak environmental consciousness. Guilt appeals backfire when promoting a high-proximity issue to highly conscious individuals. The implications of these findings are discussed, as are the limitations and directions for future research.     

Guilt appeals in cause-related marketing

Despite the growth of cause-related marketing (CRM), little is known about how consumers process cause-focused messages that contain emotional appeals. The present research seeks to further the understanding of guilt appeals in CRM by clarifying the moderating roles of product type and donation magnitude, and exploring the situations when a guilt appeal backfires. Although experimental results indicate that a guilt appeal is more effective than a non-guilt appeal, a guilt appeal backfires when the perceived hedonic value of a product is high. A high donation magnitude also eliminates CRM effectiveness of the guilt appeal. There is an interaction between guilt appeal and donation magnitude when promoting hedonic products with CRM. The findings underscore the importance for marketers of learning more about how guilt appeals work, and in turn describe how practitioners can avoid negative consumer reactions to their guilt appeals.     

Shame‐Free Guilt Appeals: Testing the Emotional and Cognitive Effects of Shame and Guilt Appeals

Although many health communication researchers use the terms “shame” and “guilt” interchangeably, arguably these constructs are distinct and have widely divergent psychological consequences. The purpose of this study was to explore distinct cognitive and emotional outcomes resulting from shame relative to guilt appeals. Specifically, this paper provides empirical evidence that negative outcomes such as anger and perceived manipulative intent are more likely to be associated with shame than guilt. Using an experimental design, participants were randomly assigned to view either a shame or a guilt appeal about getting tested for STDs and completed an online questionnaire. Shame was correlated with both anger and perceived manipulative intent whereas guilt was not. Participants who viewed the shame appeal reported higher levels of shame, anger, and perceived manipulative intent. Tactics for creating shame‐free guilt appeals and future research are discussed.     

The impact of self-construal and message frame valence on reactance: a cross-cultural study in charity advertising

In the context of charity advertising, this two-study design project aims to contribute at the intersection of three literatures: psychological reactance theory (PRT), messaging framing, and self-construal theory. Using a survey with student samples from the US and China, Study 1 demonstrated that self-construal affected reactance, such that independent self-construal was more associated with reactance. Further, it outperformed cultural background in predicting reactance. People with predominantly interdependent self-construals showed higher intention to purchase a product with social causes. Study 2 was a 2 (framing: gain vs. loss)?×?2 (self-construal: independent vs. interdependent) between-subjects experiment using a non-student sample in the US results on the associations between self-construal and reactance and the intent to donate were consistent with findings of Study 1. Study 2 also indicated that compared to gain-framed appeals, using loss-framed appeals in charity advertising generated more reactance, the gap was more pronounced among individuals with relatively higher interdependent self-construals (i.e. moderate and high levels of interdependent-independent self-construal). This project offers important theoretical and applied implications and provides a robust avenue for future research. Limitations were also outlined.     

Advertising Ethics: The Use of Sexual Appeal in Chinese Advertising

With increasing social awareness of unethical advertisements in today's advertising, this study explores consumers' ethical judgements about the use of sexual appeals in advertising in a Chinese context by replicating LaTour and Henthorne's study. It specifically focuses upon responses on the Reidenbach-Robin multidimensional ethical scale, attitude toward the ad, attitude toward the brand and purchase intentions. The results show that sexual appeal was evaluated as the most frequent use in Hong Kong print advertising and they were also perceived as the most attractive instrument. Similar to LeTour and Henthorne's findings, regardless of respondent's gender, the use of a strong overt sexual appeal was not well received by Chinese consumers and resulted in less favorable attitude toward the ad itself and the purchase intention than using mild sexual themes. However, the degree of sexual content used in advertising has no direct influence on brand attitudes. Due to the conservative nature of Chinese culture, the advertisers should be careful in the use of sexual appeal for Chinese consumers.     

Green Demarketing in Advertisements: Comparing “Buy Green” and “Buy Less” Appeals in Product and Institutional Advertising Contexts

This research compares consumer response to traditional green advertising appeals to that of less conventional, “green demarketing” (GD) appeals—messages by for-profit companies encouraging reduced category consumption for the sake of the environment. Rather than encouraging greener consumption, modern environmentalism calls for decreased consumption overall, a trend reflected in recent advertising campaigns (e.g., Patagonia's “Don't Buy This Jacket”). Despite its potential impact and unconventionality, research on GD in general is sparse, and no empirical research has examined consumer response to GD appeals relative to traditional green appeals. In three experiments, we find that, in the context of product advertising, consumers' attitudes for green ads are more favorable than those for GD ads, mediated by greater inferences of genuine environmental concern. However, we find the reverse pattern in the context of institutional ads. Further, an “anti-consumption amplifier” message embedded in the ad—espousing the potential harm of overconsumption—further boosts favorable consumer attitudes for the GD institutional ad relative to its traditional green counterpart. Importantly, we assess all effects while controlling for consumers' individual levels of green consumerism, such that implications may be applied more generally rather than to a specific segment of green consumers.     

The Influence of Religiosity on Consumer Ethical Judgments and Responses Toward Sexual Appeals

This research explores the influence of religiosity on consumer perception of, and response toward, sexual appeals. The first study (survey, national sample; n = 423) examines the relationship between religiosity and consumer response toward sexual appeals using causal modeling. Study 1 finds that high intrinsic religiosity consumers exhibit more adverse ethical judgments toward the company’s use of sexual appeals and these judgments, in turn, result in inferior attitudes and purchase intent toward the advertised brand. To confirm and expand on these findings, the second study (experiment, young adult sample; n = 216) examines the influence of intrinsic religiosity on consumer response toward both sexual and nonsexual appeals. The results show that sexual appeals elicit inferior (superior) ethical judgments, attitudes, and purchase intent among consumers high (low) in intrinsic religiosity. In contrast, nonsexual appeals elicit (un)favorable responses from consumers who are (low) high in intrinsic religiosity.