涉入度对双面信息广告说服效果调节机理研究.docVIP

涉入度对双面信息广告说服效果调节机理研究 　　摘 要:在精细加工可能性模型(ELM)的框架下,引入涉入度这一新的变量,通过深入探讨涉入度的调节机理,解释了过去研究对单、双面广告信息的说服效果存有争议的内在原因。研究结果表明:与单面信息广告相比,双面信息广告对高涉入者的说服效果明显增强;但对低涉入者,二者的说服效果没有显著差异。论据数量作为边缘线索之一可以提高双面信息广告对低涉入者的说服效果。研究同时证明双面信息广告对高、低涉入者的说服路径不同。研究结论为企业通过广告沟通方式来重新赢得消费者信任、建立品牌效应提供了一条经济有效的新思路。 　　关键词:涉入度;双面信息广告;说服效果 　　中图分类号:F713.8 文献标识码:A 文章编号:1003-5192(2010)05-0016-08 　　 　　The Moderating Mechanisms of Involvement on Two-sided Advertising’s Persuasive Effects 　　DAI Qi?1, LIANG Liang?1, CAO Zhong-peng2, GU Ji-bao?1 　　(1.School of Management, University of Science and Technology of China, Hefei 230026, China; 2.School of Business Administration, Northeastern University, Shenyang 110004, China) 　　Abstract:Based on elaborating likelihood model, the study introduces a new moderate variable, namely, involvement into the analysis of two-sided ads’ persuasive effects. By analyzing the moderating mechanism of involvement, the study explains the inherent reason of the paradox results in past researches. The results suggest that two-sided ads can produce more favorable persuasive effects on involved subjects than one sided ads does, while the persuasive effects of two-sided ads are not significant on uninvolved subjects. In addition, the impact of two-sided ads will be enhanced by the number of arguments for uninvolved subjects. The persuasive routes of two-sided ads on involved or uninvolved subjects are also different. These findings provide a new economical way for enterprises to win back consumer’s trust and rebuilt brand effects. 　　Key words:involvement; two-sided advertising; persuasive effects 　　 　　1 引言 　　 　　在带有浓厚商业色彩的广告中,广告沟通的有效性一直是困扰企业的难题。无可否认,消费者对广告有一种天生的怀疑与抗拒心理[1]。尤其是近年来三鹿奶粉、肯德基苏丹红等事件的频频曝光,更是极大地挫伤了消费者对商业广告的信心[2]。公众对广告的怀疑迫使企业去寻找更经济的解决方式[3]。那么,企业除了提高产品质量外,究竟可采取怎样的广告沟通方式来重新赢得消费者的信任并建立品牌效应?双面信息广告可能不失为一种经济有效的策略。 　　双面信息广告相对于单面信息广告,是指企业在提供优点和长处信息的同时,主动曝露产品和服务的一些缺点[4]。然而,在现实生活中很难寻觅到自揭家丑的双面信息广告,这是因为理论界对双面信息的说服效果仍存有较大争议[4, 5]。其原因之一在于既有研究关注的都是消费者采用中心路径来处理双面广告信息,其内隐的前提假设是消费者具备足够的动机和能力,并愿