消费者更喜欢悲伤的面孔吗?

IF 2.1 4区 管理学 Q3 BUSINESS Journal of Advertising Research Pub Date : 2023-07-24 DOI:10.2501/jar-2023-015
Ke Zhang, Siqi Wang, Huan Yang, Long Chen
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引用次数: 0

摘要

本研究探讨广告诉求对消费者购买环保产品和服务意愿的影响。具体而言,作者着重于产品面部表情的调节作用。三个被试之间的实验揭示了潜在的机制。结果表明,对于功能性(相对于情感)诉求,积极(相对于消极)的面部表情结合功利主义(相对于享乐主义)产品更有可能引发更高的绿色购买意愿。在这些交互作用中,加工流畅性和洗绿感知起中介作用。
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Do Consumers Prefer Sad Faces On Eco-Friendly Products?
This study investigates the effects of advertising appeals on consumers’ intentions to purchase environmentally friendly products and services. Specifically, the authors focus on the moderating roles of product facial expressions. Three between-subjects experiments were conducted to reveal the underlying mechanism. Results indicate that, for functional (versus emotional) appeals, positive (versus negative) facial expressions combined with utilitarian (versus hedonic) products are more likely to elicit higher green purchase intention. In these interactions, processing fluency and greenwashing perception play mediating roles.
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来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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