{"title":"COVID传播:消费者在紧张时期的首选品牌色调","authors":"S. MacSween, B. Canziani","doi":"10.15446/innovar.v33n87.105501","DOIUrl":null,"url":null,"abstract":"This study investigates consumer preferences for brand tone when they are under a stressful situation (i.e., lockdown during the covid-19 pandemic). Five mutually exclusive brand tone choices were presented to consumer respondents (informative, comforting, trustworthy, inspiring, and humorous). Consumer preferences for these were inspected and analyzed against demographics and self-reported items related to pandemic-induced stress and coping behaviors. The statistical relationships between stress and individual brand tone preferences varied from negligible to negative. No positive associations were noted. Gender and marital status showed significant associations with brand tone selections. Marketing managers should be aware that consumers continue to prioritize informative messages during uncertain times. However, the use of comfort is also helpful during turbulent times and may be particularly appropriate for female consumers seeking social connections. Regarding study limitations, this research focused on u.s. residents during a single pandemic crisis. Respondent stress was self-reported.","PeriodicalId":40012,"journal":{"name":"Innovar","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"COVID Communications: Preferred Brand Tones for Consumers during Stressful Times\",\"authors\":\"S. MacSween, B. Canziani\",\"doi\":\"10.15446/innovar.v33n87.105501\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study investigates consumer preferences for brand tone when they are under a stressful situation (i.e., lockdown during the covid-19 pandemic). Five mutually exclusive brand tone choices were presented to consumer respondents (informative, comforting, trustworthy, inspiring, and humorous). Consumer preferences for these were inspected and analyzed against demographics and self-reported items related to pandemic-induced stress and coping behaviors. The statistical relationships between stress and individual brand tone preferences varied from negligible to negative. No positive associations were noted. Gender and marital status showed significant associations with brand tone selections. Marketing managers should be aware that consumers continue to prioritize informative messages during uncertain times. However, the use of comfort is also helpful during turbulent times and may be particularly appropriate for female consumers seeking social connections. Regarding study limitations, this research focused on u.s. residents during a single pandemic crisis. Respondent stress was self-reported.\",\"PeriodicalId\":40012,\"journal\":{\"name\":\"Innovar\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-12-21\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Innovar\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.15446/innovar.v33n87.105501\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"Social Sciences\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Innovar","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.15446/innovar.v33n87.105501","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Social Sciences","Score":null,"Total":0}
COVID Communications: Preferred Brand Tones for Consumers during Stressful Times
This study investigates consumer preferences for brand tone when they are under a stressful situation (i.e., lockdown during the covid-19 pandemic). Five mutually exclusive brand tone choices were presented to consumer respondents (informative, comforting, trustworthy, inspiring, and humorous). Consumer preferences for these were inspected and analyzed against demographics and self-reported items related to pandemic-induced stress and coping behaviors. The statistical relationships between stress and individual brand tone preferences varied from negligible to negative. No positive associations were noted. Gender and marital status showed significant associations with brand tone selections. Marketing managers should be aware that consumers continue to prioritize informative messages during uncertain times. However, the use of comfort is also helpful during turbulent times and may be particularly appropriate for female consumers seeking social connections. Regarding study limitations, this research focused on u.s. residents during a single pandemic crisis. Respondent stress was self-reported.
InnovarSocial Sciences-Sociology and Political Science
CiteScore
1.40
自引率
0.00%
发文量
16
审稿时长
53 weeks
期刊介绍:
INNOVAR is a journal that publishes top research in organizations from social sciences and other fields. Its target is composed by professionals and scholars. INNOVAR is indexed in recognized international databases as Scopus. In light of its quality and visibility, in Colombia INNOVAR have the highest category in the National Bibliographic Index of Colombian scientific and technological publications (A1). INNOVAR publishes original works, result of rigorous research, from different approaches in social and management sciences, without biases to certain methodological perspectives.