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论文编号：	9350
作者编号：	2120152492
上传时间：	2017/6/20 16:41:42
中文题目：	广告对消费者的说服力:广告信息框架与消费者孤独感的交互效应
英文题目：	The Persuasion of Advertising on Consumers: The Interaction of Message Framing and Consumers
指导老师：	李东进教授
中文关键字：	广告对消费者的说服力; 防御框架; 促进框架; 孤独感; 悲观
英文关键字：	Persuasion of Advertising; Prevention Framing; Promotion Framing; Loneliness; Pessimism
中文摘要：	尽管现代社会的移动互联网科技和社交网络变得非常发达和普及,人与人之 间的沟通日益便捷,孤独感还是愈发普遍。以往研究主要探讨了孤独感对个体社 会交往的影响以及给人的心理和生理健康带来的负面作用,但已有研究鲜有关注 现代社会消费者更加普遍和易发的孤独感是否会影响广告对消费者的说服力等重 要营销学变量,同时已有研究对孤独感如何影响个体认知特点的理解仍不尽全面。 在此背景下,本文探讨了对于采用不同信息框架(防御框架 vs. 促进框架)的广 告而言,消费者孤独感如何影响广告对消费者的说服力以及影响背后的中介机制。 首先,本文基于广告对消费者的说服力、广告信息框架、孤独感、悲观的文 献综述和理论推导??出了研究假设。然后,本文通过设计 3 组实验验证了研究假 设得出了研究结论。实验一通过先操纵被试的孤独感后测量其即时的悲观程度发 现了孤独感正向影响个体的认知悲观程度。实验二用宣传饮料的商业广告作为刺 激物发现了广告信息框架(防御框架 vs. 促进框架)与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,消费者的孤独感越高则广告对 其说服力越高;然而对于采用促进框架的广告,消费者的孤独感越高则广告对其 说服力反而越低。实验三改用呼吁不要酒后驾车的公益广告作为刺激物再次验证 了实验二发现的交互效应并进一步揭示了其形成机制:孤独感通过影响消费者 悲观程度来与广告信息框架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,孤独感通过??高消费者悲观程度来增强广告对消费者的说服力,即悲观 程度发挥正向的中介效应;然而对于采用促进框架的广告,孤独感通过??高消费 者悲观程度来减弱广告对消费者的说服力,即悲观程度发挥负向的中介效应。 本文的理论意义如下:1)本文的研究揭示了新的影响广告对消费者说服力的 重要前因变量;2)本文的研究??供了关于孤独感如何影响个体认知特点的新知识。 本文的营销实践意义如下:1)本文的结论有助于企业根据其目标顾客的孤独感程 度针对性地设计/调整广告信息表达方式(即广告信息框架)来增强广告对目标顾 客的说服力;2)本文的研究结论有助于启发消费者规避一些非理性决策。
英文摘要：	Despite the popularity of social networks and new technologies that make modern interactions easier, more and more people feel lonely now than before. Prior research has mainly focused on how loneliness affects social behavior and undermines human’s psychological and physical health, however less is known about the effects of loneliness on individuals’ cognitive features and on some important marketing variables, for example the persuasion of advertising. Thus, this paper investigates the effects of loneliness on the persuasion of advertisings with different message framing and its underlying processes. First of all, based on the literature review of the persuasion of advertising, massage framing, loneliness and pessimism, this paper put forward the hypotheses by theoretical derivation. Then, the current research designed 3 studies to exam the hypotheses. By running an experiment during which the experimenter manipulated participants’ loneliness and subsequently measured their incidental state of pessimism, study 1 shown that loneliness can positively affect individuals’ pessimism. Then, using a commercial advertising of a kind of drinks as experimental stimuli, study 2 documented the interaction of message framing (prevention framing vs. promotion framing) and loneliness on the persuasion of advertising. Specifically, when the advertising uses a prevention framing, the loneliness strengthens the persuasion of the advertising, whereas when the advertising uses a promotion framing, this effect reverses itself. Next, utilizing a public service advertising that appeal not to drive after drinking as a new experimental stimuli, study 3 replicated the interaction of message framing (prevention framing vs. promotion framing) and loneliness on the persuasion of advertising and further documented its underlying processes: pessimism mediates the effect of loneliness on the persuasion of advertising and this mediation is moderated by message framing (prevention framing vs. promotion framing). Specifically, when the advertising uses a prevention framing, the mediating effect of pessimism between loneliness and advertising persuasion is positive, whereas when the advertising uses a promotion framing, the mediating effect of pessimism between loneliness and advertising persuasion is negative. The theoretical contributions of this paper are presented as below: 1) Uncovering a new and important antecedent of advertising persuasion. 2) Providing new knowledge regarding how loneliness affects individuals’ cognitive features. The practical implications of this paper are summarized as following: 1) The conclusions of this paper are beneficial to enterprises to design advertisings with the right message framing according to how lonely their customer are to improve the persuasion of their advertisings. 2) The conclusions of the current paper are good for inspiring consumers to avoid making some irrational decisions.
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