摘要
逆营销的目的之一是减少过度消费与浪费。同时,面子需要是导致中国消费者过度消费的原因之一。通过操纵逆营销诉求的建构水平,研究发现:与具体诉求以及无任何诉求相比,抽象诉求能够更好地说服高面子需要者减少过度消费;与抽象诉求和无任何诉求相比,具体诉求在说服低面子需要者减少过度消费方面并没有显著的优势;在整体上,抽象诉求在说服消费者减少过度消费方面有着最好的效果。在逆营销过程中,组织应该更多地使用抽象建构的诉求来有效抑制面子需要对过度消费行为的促进作用。
One of the purposes of Demarketing is to reduce excessive consumption and wasting activities, for which face need is one of the significant reasons. By manipulating the construction level of demarketing appeals, this study finds that compared with concrete appeals or no appeal of any kind, abstract appeals can better persuade those with high face need to avoid excessive consumption. Compared with abstract appeals or no appeal of any kind, concrete appeals have no significant advantage to persuade those with low face need to avoid excessive consumption. On the whole, abstract appeals can have the best result in persuading consumers to reduce excessive consumption. During the course of demarketing, organizations should make more use of the appeals of abstract construction to cube the enhancing role of face need for excessive consumption.
出处
《当代财经》
CSSCI
北大核心
2015年第7期79-85,共7页
Contemporary Finance and Economics
基金
国家自然科学基金项目"关于USP的测量
伦理
路径与策略研究"(71172196)
中央高校基本科研业务费研究专项项目"产业集群内不同类型进入者的战略路径研究"(skqy201114)
关键词
逆营销
面子需要
诉求建构水平
demarketing
face need
construction level of appeal
