摘要
如何鼓励消费者保护环境是社会营销学者关注的重要议题。尽管代言策略被广泛应用于环境保护活动的宣传,但鲜有研究深入探讨环境保护领域的代言效果。基于规范焦点理论,该研究探讨了代言人的社会地位、社会规范表述方式,以及消费者的权力感知三者对代言效果的影响。情境模拟实验的结果表明,环境保护行为代言人的社会地位与社会规范表述方式之间存在匹配效应,具体而言,明星代言人使用指令式规范诉求的效果要好于描述式规范诉求,普通消费者代言人使用描述式规范诉求的效果要好于指令式规范诉求。这一匹配效应的出现会受到消费者权力感知的影响,对于低权力感知的消费者,普通消费者代言人与描述式规范诉求的匹配并不会显著提升代言效果。这一研究发现有助于更好理解社会规范对行为的影响,同时为营销人员设计更加有效的环境保护广告提供指导。
A great challenge facing social marketing practitioners is to engage more consumers to protect environment. Endorsement,though prevalent in environment protection communication,has rarely been talked about its effectiveness in extant green advertising literature. Based on the focus theory of normative conduct,this paper explores the interplay among the endorser social status,types of social norm appeals, and consumers’ states of power on the endorsement effectiveness,and proposes that the endorser’s social status should match the normative appeals used in green advertising. With one experiments,the results show that the consumers reacted positively to the injunctive norm appeal endorsed by celebrity while the descriptive norm appeal was more useful for ordinary consumer endorser. However,the match-up effects between an ordinary consumer endorser and descriptive norm appeal disappeared to consumers who feel powerless. These findings could provide guidance for social marketing practitioners to design better advertisements promoting pro-environment behavior.
作者
何昊
郭锐
He Hao;Guo Rui(School of Economics and Management,Changsha University of Science and Technology,Changsha,410114;Hunan Modern Enterprise Management Research Center of China,Changsha,410114;School of Economics and Management,China University of Geosciences,Wuhan,430074)
出处
《珞珈管理评论》
2019年第1期152-164,共13页
Luojia Management Review
基金
国家自然科学基金青年项目“新产品沟通中的情境框架构建与消费者支持:制度理论视角”(项目批准号:71402010)
国家自然科学基金面上项目“品牌自信视角下中国民族品牌的品牌国际化战略和影响机制研究”(项目批准号:71772168)
国家自然科学基金面上项目“合理性视角下的绿色品牌信任战略及其影响机制研究”(项目批准号:71272063)的阶段性成果
关键词
描述式规范
指令式规范
社会地位
权力感知
环境保护行为代言
Descriptive norm
Injunctive norm
Social status
Perception of power
Endorsement of pro-environmental behavior
