广告可信度和广告商操纵意图对罪恶感诉求广告效果的影响研究-企业管理专业论文.docxVIP

AbstractWith Abstract With the economic development and social progress，a big changes have taken place in the advertising ideas．Marketers started to consider consumers as the center of the marketing concept,simple advertisement implants and bombing type marketing has gradually become obsolete，replaced by through nlore perceptual euphemism emotional appeals to achieve the purpose of advertising．In fact,using a variety of emotional appeals to influence the audience behavior and attitude is advertisers commonly used marketing skills．Such as advertisements often use fear appeal method to arouse the awareness of orisis and nervousness to facilitate the audielice’s attitude and behavior change．Guilt as the most common negative emotions are often used in advertising to stimulate consurner guilt SO as to realize‘its rmrketing purpose． However,we found a phenomenon of worthy to be discussed，on the use ofemotional appeal advertisement,SOme advertising to stimulate the audience expectations of emotion and has obtained the very good advertising effect．While SOme failed miserably．Aiming at this phenomenon,this study through play prior choice of guilt appeal advertising to the investigators，then conduct a questionnaire survey and explore the influencing factors ofguilt appeal advertising effectiveness。 Firstly,a concept marketing model which comprises advertising cred司aility, manipulate intent,consumer guilt and guilt appeal advertising effect．This study based on the theory of persuasion knowledge and to consumer perception of advertisers manipulate intention and advertising credibility as the independent variable，cousumer guilt as a interyening variable，attitude and purchase intention as dependent variable， then through the questionnaire survey to 300 college students and reoccupy SPSS20．0 statistical analysis software to organize data samples．Finauy the empkical analysis of the results confirmed the basic conception ofthis study． This paper studies lminly include：(1)The guilt