什么情况下 "越多越好"?注意增强短视频广告中展示的产品特征数量对购买意向的影响

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2024-08-14 DOI:10.1177/14707853241268151
Nan Su, Shuo Feng, Lei Wang, Yuanzhi Wu
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引用次数: 0

摘要

在信息爆炸的时代,消费者可能不再愿意被更多的信息淹没。但营销人员不得不在广告中展示产品的多种功能,以充分展示其竞争优势,尤其是多功能产品。基于此,作者探讨了 "更多 "何时能成为一种有效的营销策略。五项研究结果表明,视频广告中展示的多功能产品功能越多,消费者在观看广告时的加工流畅度越低,从而降低其积极情绪,最终降低其购买意向,支持了营销背景下功能越多对消费者的负面影响,揭示了其认知和情感机制。更重要的是,针对这一问题,我们将心智这一缓解产品功能过多对消费者负面影响的有效营销策略引入了广告营销领域。无论是通过特质量表测量还是通过实验引物操纵,高水平的正念都会削弱展示功能数量的负面影响。具体来说,当注意力水平较高时,显示更多产品特征对购买意向的负面影响就会减弱。而当注意力水平较低时,显示更多特征的数量会对购买意向产生强烈的负面影响。
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When “the more the better”? Mindfulness enhances the effect of the number of displayed product features in short video ADs on purchase intention
In the age of information explosion, consumers may no longer want to be overwhelmed with more information. But marketers are forced to display multiple features of a product in advertisements to fully demonstrate its competitive advantage, especially for a multifunctional product. Based on this, the authors explore when more could be an effective marketing strategy. The results of five studies demonstrated that the more features of multifunctional products displayed in video ads, the lower the processing fluency of consumers when watching the ads, thus reducing their positive emotions, and finally reducing their purchase intention, supporting the negative effect of more features on consumers in the context of marketing and revealed its cognitive and emotional mechanism. More important, we introduce mindfulness, an effective marketing strategy that alleviates the negative effect of too many product features on consumers, into the field of advertising marketing to address this issue. A high level of mindfulness, whether measured by trait scales or manipulated by experimental priming, weakens the negative effects of the number of displayed features. Specifically, when the level of mindfulness is high, the negative effect of displaying more product features on purchase intention is weak. When the level of mindfulness is low, the number of displaying more features has a strong negative impact on purchase intention.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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