自我或他人%3a情绪和广告信息之间的匹配关系研究.pdfVIP

自我或他人：情绪与广告信息之间的匹配关系研究∗ 1 2 才源源 何佳讯 （1 上海大学悉尼工商学院上海 201800 ） （2 华东师范大学商学院上海 200062 ） 摘要：本文关注于具体情绪的自我-他人指向特征对认知的影响作用，通过两个实验研 究证明了当情绪指向与广告信息指向相一致时会促使消费者产生更积极的产品态度和更强 的购买意愿。本研究是将具体情绪的认知理论应用于消费者行为研究的一个新视角，其研究 结论在具体营销方案的设计方面也具有积极的实践意义。 关键词：具体情绪；自我－他人认知指向；消费者态度 Self or Others: the Compatibility between Emotion and Message Referent 1 2 Cai Yuanyuan He Jiaxun (1Sydney Institute of Language and Commerce, Shanghai University, 201800) (2 School of Business, East China Normal University, Shanghai 200062) Abstract: This research examines the influence of compatibility between the self/other focusedappraisal of discrete emotion and the focal referent in advertisement (self or family) on persuasive effect. With two experiments, the authors demonstrate that when people are primed with a self-related emotion (e.g. happiness, pride), advertisement focused on self (vs. family) would be more effective in producing better product attitude and purchase intention. However, when the primed emotion is other-related (e.g. peacefulness, empathy), message focused on family (vs. self) would be more effective. The authors concluded by discussing the findings and its theoretical and practical implications. Keywords: Positive emotions, Country-of-origin effect, Self-construal, National Identity, Product Expectation Keywords: discrete emotion, self-other focus, consumers’ attitudes 1 引言 消费者情绪对消费决策的影响是普遍而显著的，以往的研究表明在积极的情绪状态下， 人们更倾向于做出启发式的快速决策，对客体的评价也更为积极和乐观 （Kavanagh Bower,