双重社会身份诉求对广告态度的影响研究-企业管理专业论文.docxVIP

The The Influence of Double Social Identity Appeals on Advertising Attitude Abstract Of a feather flock together．When we put ourselves into a social category，we have a social identity．It iS common to see the research of single identity．Studies have shown that consumers 1aunched a social identity，consumers will be made consistent with the identity consumer behavior．Actually the dual or the multiple identity are the true feelings in the consumption process．Double identity-related research focuses on the field of social psychology．It is still very rare in the field of marketing，especially when in advertising．related research which is rarely seen． In this paper，we conducted three experimental，and discussed the dual effects of social identity claims on advertising mechanism and boundary conditions．The first experimental study was a 3*2 research design,of which we invited some college boys to come．Studies have found that social advertising can be customized SO that consumers have different Ievels of perception，attitudes toward advertising impact thus started，when consumer society in two， consumer attitude towards dual social identity claims was significantly higher than that of a single social identity aspirations and no social status aspirations but does not start when the consumer society．the attitude of the three no significant differences．The second experimental study was a 2*2 research design，of which we invited some students(boys and girls)from one university famous for science and engineering．Study have found that consumers wiⅡ1 low social identity complexity，dual social identity demands a single social identity claim of no significant difference in attitude and social identity complexity high consumers，dual social identity claims advertising will be significantly higher than that of a single social identity claim of advertisement．The third experimental study was a 2*2 research design，of which we invited some college boys coming from the northeast China．Study find