摘要
现代社会孤独感非常普遍,但鲜有研究关注到消费者孤独感如何影响广告对消费者的说服力等重要营销学变量。3组实验分别选取中国大陆和中国香港的样本发现,广告信息框架(防御框架vs.促进框架)和消费者孤独感交互影响广告对消费者的说服力:对于采用防御框架的广告(强调"避害"),消费者的孤独感越高则广告对其说服力也越高,孤独感能够增强广告对消费者的说服力;然而,对于采用促进框架的广告(强调"趋利"),消费者的孤独感越高则广告对其说服力反而越低,孤独感会减弱广告对消费者的说服力。这是因为:消费者的孤独感越高则越悲观,对于采用防御框架的广告,消费者的悲观程度越高则该类广告对消费者的说服力也越高,孤独感通过影响悲观程度对广告说服力产生正向的间接效应;然而,对于采用促进框架的广告,消费者的悲观程度越高则该类广告对消费者的说服力反而越低,孤独感通过影响悲观程度对广告说服力产生负向的间接效应。研究与时俱进地揭示了新的影响广告说服力的重要前因变量,还提供了关于孤独感如何影响个体认知特点的新知识。
Although loneliness is very common in modern society,little research has focused on the effects of loneliness on some important marketing variables,for example the persuasion of advertising.3 experiments that recruited participants from China's Mainland or Hong Kong showed that message framing（prevention framing vs.promotion framing）and loneliness interact to predict the persuasion of advertising.Specifically,when the advertising uses prevention framing,loneliness strengthens the persuasion of advertising,whereas when the advertising uses promotion framing,this effect reverses itself.What underlies these effects is that loneliness significantly increases consumers＇ pessimism that further enhances the persuasion of advertisings with prevention framing but undermines the persuasion of advertisings with promotion framing,such that loneliness has positive indirect effect on the persuasion of prevention-framed advertisings but has negative indirect effect on the persuasion of promotion-framed advertisings via pessimism.The current research not only uncovers a new and important antecedent of advertising persuasion but also provides new knowledge regarding how loneliness affects individuals＇ cognitive features.
出处
《管理学报》
CSSCI
北大核心
2017年第12期1819-1828,共10页
Chinese Journal of Management
基金
国家自然科学基金资助项目(71372099
71602093)
关键词
广告对消费者的说服力
防御框架
促进框架
孤独感
悲观
persuasion of advertising
prevention framing
promotion framing
loneliness
pessimism
