{"title":"广告说服策略适应的年龄差异","authors":"Lyubomira Spasova","doi":"10.14254/2071-789x.2023/16-3/3","DOIUrl":null,"url":null,"abstract":"This investigation has three aims: (1) to adapt and modify the STPS questionnaire - developed by Kaptein, Markopoulos, Ruyter and Aarts, (2009) as a basic instrument for measuring achieved social influence; (2) to establish susceptibility to Cialdini's persuasion strategies among different age groups; and (3) to determine the advertising effectiveness achieved through advertising messages- based on persuasion principles. The paper used the adapted and modified STPS questionnaire, measured respondents' individual susceptibility to persuasion strategies relative to their age. The results of the univariate analyses of variance show achieved social influence among different age groups in terms of the principles. For respondents aged 46-55, the principle of social proof and commitment and consistency, are relevant; scarcity is significant for 36-45-years old, while authority is dominant for the 56-65 age groups. Positive correlations were found between the persuasion strategies present in advertising: the presence of the reciprocity principle enhanced the influence of the liking and consistency principles to the greatest extent, while the presence of the scarcity principle enhanced the influence of the authority and reciprocity principles. The consumers’ susceptibility to advertising is greatest when consumers’ willingness to purchase is measured against the principle of reciprocity, authority and social proof. On the other hand, offering a stimulus in advertising is most successful when the principles of scarcity, authority, and commitment /consistency are present, and least successful when the principle of liking is present. In older age groups, different consumer sensitivity to persuasion in advertising can be achieved with different combinations of persuasion strategies. These research findings are useful for organizations that offer products and services through advertising.","PeriodicalId":51663,"journal":{"name":"Economics & Sociology","volume":null,"pages":null},"PeriodicalIF":2.1000,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Age differences in adaption of persuasion strategies in advertising\",\"authors\":\"Lyubomira Spasova\",\"doi\":\"10.14254/2071-789x.2023/16-3/3\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This investigation has three aims: (1) to adapt and modify the STPS questionnaire - developed by Kaptein, Markopoulos, Ruyter and Aarts, (2009) as a basic instrument for measuring achieved social influence; (2) to establish susceptibility to Cialdini's persuasion strategies among different age groups; and (3) to determine the advertising effectiveness achieved through advertising messages- based on persuasion principles. The paper used the adapted and modified STPS questionnaire, measured respondents' individual susceptibility to persuasion strategies relative to their age. The results of the univariate analyses of variance show achieved social influence among different age groups in terms of the principles. For respondents aged 46-55, the principle of social proof and commitment and consistency, are relevant; scarcity is significant for 36-45-years old, while authority is dominant for the 56-65 age groups. Positive correlations were found between the persuasion strategies present in advertising: the presence of the reciprocity principle enhanced the influence of the liking and consistency principles to the greatest extent, while the presence of the scarcity principle enhanced the influence of the authority and reciprocity principles. The consumers’ susceptibility to advertising is greatest when consumers’ willingness to purchase is measured against the principle of reciprocity, authority and social proof. On the other hand, offering a stimulus in advertising is most successful when the principles of scarcity, authority, and commitment /consistency are present, and least successful when the principle of liking is present. In older age groups, different consumer sensitivity to persuasion in advertising can be achieved with different combinations of persuasion strategies. These research findings are useful for organizations that offer products and services through advertising.\",\"PeriodicalId\":51663,\"journal\":{\"name\":\"Economics & Sociology\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.1000,\"publicationDate\":\"2023-09-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Economics & Sociology\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.14254/2071-789x.2023/16-3/3\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"ECONOMICS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Economics & Sociology","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.14254/2071-789x.2023/16-3/3","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"ECONOMICS","Score":null,"Total":0}
Age differences in adaption of persuasion strategies in advertising
This investigation has three aims: (1) to adapt and modify the STPS questionnaire - developed by Kaptein, Markopoulos, Ruyter and Aarts, (2009) as a basic instrument for measuring achieved social influence; (2) to establish susceptibility to Cialdini's persuasion strategies among different age groups; and (3) to determine the advertising effectiveness achieved through advertising messages- based on persuasion principles. The paper used the adapted and modified STPS questionnaire, measured respondents' individual susceptibility to persuasion strategies relative to their age. The results of the univariate analyses of variance show achieved social influence among different age groups in terms of the principles. For respondents aged 46-55, the principle of social proof and commitment and consistency, are relevant; scarcity is significant for 36-45-years old, while authority is dominant for the 56-65 age groups. Positive correlations were found between the persuasion strategies present in advertising: the presence of the reciprocity principle enhanced the influence of the liking and consistency principles to the greatest extent, while the presence of the scarcity principle enhanced the influence of the authority and reciprocity principles. The consumers’ susceptibility to advertising is greatest when consumers’ willingness to purchase is measured against the principle of reciprocity, authority and social proof. On the other hand, offering a stimulus in advertising is most successful when the principles of scarcity, authority, and commitment /consistency are present, and least successful when the principle of liking is present. In older age groups, different consumer sensitivity to persuasion in advertising can be achieved with different combinations of persuasion strategies. These research findings are useful for organizations that offer products and services through advertising.
期刊介绍:
Economics and Sociology (ISSN 2306-3459 Online, ISSN 2071-789X Print) is a quarterly international academic open access journal published by Centre of Sociological Research in co-operation with University of Szczecin (Poland), Mykolas Romeris University (Lithuania), Dubcek University of Trencín, Faculty of Social and Economic Relations, (Slovak Republic) and University of Entrepreneurship and Law, (Czech Republic). The general topical framework of our publication include (but is not limited to): advancing socio-economic analysis of societies and economies, institutions and organizations, social groups, networks and relationships.[...] We welcome articles written by professional scholars and practitioners in: economic studies and philosophy of economics, political sciences and political economy, research in history of economics and sociological phenomena, sociology and gender studies, economic and social issues of education, socio-economic and institutional issues in environmental management, business administration and management of SMEs, state governance and socio-economic implications, economic and sociological development of the NGO sector, cultural sociology, urban and rural sociology and demography, migration studies, international issues in business risk and state security, economics of welfare.