利己/利他公益广告诉求对亲社会性消费行为的影响研究

目前消费者在面对公益广告时,态度与行为存在明显的不一致性.本文从态度-行为差异视角分析利己/利他导向的公益广告诉求对个体亲社会性消费行为的影响,并进一步探究自我控制在两者间的中介作用.结果表明:利己导向的广告诉求对个体态度的影响要弱于利他导向的广告诉求,但对于个体行为倾向的影响却强于利他导向的广告;利他导向广告诉求背景下被试的自我控制水平明显弱于利己导向的广告诉求背景下的被试,但是自我控制对个体亲社会性消费的态度与行为未产生显著影响;自我控制的中介作用未得到证实,表明公益广告在激发个体自觉性方面未能产生理想效果.文章在上述结论的基础上提出了一些关于公益广告管理的建议.

Research on the Influence of Self-Interested/Altruistic Public Service Advertising Appeals on Pro-Social Consumer Behavior

Presently,consumers demonstrate obvious attitudes-behavior inconsistencies when they face public service ad-vertising (PSA). From the perspective of attitude-behavior inconsistency,this study analyzes the influence of self-oriented and altruism-oriented PSA on individuals'attitude towards pro-social consumer behavior. Furthermore,the influence of self-control on the above relationship is also explored. The result are as follows: (1) Self-interested appeal has ucha weaker impact on individuals' attitude than altruistic one while the former's impact on individuals' behavior is significantly stronger than the lat-ter;(2) The level of participants' self-control in the altruistic condition is significantly weaker than that in the self-interested condition. However,self-control didn't produce an expected impact on individuals' attitude and behavior;(3) The mediating influence of self-control is also not proved,which means that PSA is not able to provide ideal effect in the matter of motivating individuals' self-consciousness. Based on the above conclusions,this paper puts forward some suggestions for the management of public service advertising.