广告说服策略适应的年龄差异

IF 2.1 Q2 ECONOMICS Economics & Sociology Pub Date : 2023-09-01 DOI:10.14254/2071-789x.2023/16-3/3
Lyubomira Spasova
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引用次数: 0

摘要

本研究有三个目的:(1)调整和修改Kaptein、Markopoulos、Ruyter和Aarts(2009)开发的STPS问卷,作为衡量已实现社会影响力的基本工具;(2)建立不同年龄组对Cialdini说服策略的易感性;(3)确定广告信息所达到的广告效果——基于说服原则。本文采用调整和改进的STPS问卷,测量了被调查者对说服策略的个体易感性与年龄的关系。单变量方差分析的结果表明,在不同的年龄组中,在原则方面取得了社会影响。对于46-55岁的受访者来说,社会认同原则、承诺原则和一致性原则是相关的;对于36-45岁的人来说,稀缺是很重要的,而对于56-65岁的人来说,权威是主要的。广告中存在的说服策略之间存在正相关,互惠原则的存在最大程度地增强了喜欢原则和一致性原则的影响,而稀缺性原则的存在增强了权威原则和互惠原则的影响。以互惠原则、权威原则和社会认同原则衡量消费者的购买意愿时,消费者对广告的易感性最大。另一方面,当稀缺、权威和承诺/一致性原则存在时,在广告中提供刺激是最成功的,当喜欢原则存在时,最不成功。在年龄较大的人群中,不同的说服策略组合可以达到不同的消费者对广告说服的敏感度。这些研究结果对通过广告提供产品和服务的组织很有用。
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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.
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来源期刊
CiteScore
5.40
自引率
6.70%
发文量
40
审稿时长
24 weeks
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.
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