内疚广告诉求对消费者道德消费意愿的影响机制研究

基于认知失调理论和心理抗拒理论，通过两个实验探究了企业道德营销中内疚与非内疚诉求影响消费者道德消费意愿的心理作用机制。结果表明，内疚诉求比非内疚诉求更能促进消费者的道德消费意愿，强迫性感受和操纵意图推断发挥了中介作用，且该中介作用受到消费者涉入度的调节。具体而言，低消费者涉入度情境中，相比于非内疚诉求，内疚诉求能够降低消费者的强迫性感受和操纵意图推断，进而增强其道德消费意愿；高消费者涉入度情境中，相比于内疚诉求，非内疚诉求能够降低消费者的强迫性感受和操纵意图推断，进而增强其道德消费意愿。研究结论有助于企业设计道德属性产品的广告策略，有效降低受众心理抗拒反应，提升受众广告体验，进而推动道德消费。

Influence Mechanism of Guilt Advertising Appeal on Consumers' Ethical Consumption Intention

Based on cognitive dissonance theory and psychological reactance theory, the research investigates the internal influence mechanism of guilt and non-guilt advertising appeals on consumers' ethical consumption intention in ethical marketing through two experiments. The findings show that compared with the non-guilt appeals, guilt appeals can significantly enhance consumers' ethical consumption intention, and compulsive feeling and inferences of manipulative intent play a dual mediating role, and the mediating effect is moderated by consumer involvement. Specifically, for those consumers with a low level of consumer involvement, compared with non-guilt appeals, guilt appeals can induce compulsive feelings and inferences of manipulative intent, thus increasing ethical consumption intention. While for those consumers with a high level of consumer involvement, compared with guilt appeals, non-guilt appeals can induce compulsive feelings and inferences of manipulative intent, thus increasing ethical consumption intention. The findings are helpful for enterprises to design advertising for ethical products, reduce the audience's psychological reactance effectively, improve the audience's advertising experience, and thus promote ethical consumption.