The Advertisement Puts Me Down, But I Like It

IF 2.1 4区 管理学 Q3 BUSINESS
Hongjie Sun, Yongxin Luo, Fei Liu, Ben Lowe
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引用次数: 0

Abstract

Advertisements often use positive appeals to please consumers. One exception is an emerging device that uses negative messages to target audiences, which the current authors refer to as “audience-targeted negative advertisements.” Through in-depth interviews and two experiments, this research systematically explores the perceptions and feelings of audiences about audience-targeted negative advertisements (Study 1); empirically distinguishes these advertisements from humorous advertisements and other negative advertisements (Study 2); and investigates when audience-targeted negative advertisements are more likely to be effective for advertisers (Study 3). The results show that audience-targeted negative advertisements have unique features that include negativity, uniqueness, humor, realism, and emotional influences such as empathy. Findings include practical guidance for advertisers on degree of negativity and product-type conditions in which audience-targeted negative advertisements are most effective.
广告让我失望,但我喜欢
广告经常使用积极的吸引力来取悦消费者。一个例外是一种新兴的利用负面信息瞄准受众的手段,当前作者称之为“受众导向的负面广告”。通过深入访谈和两项实验,本研究系统地探讨了受众对受众导向的消极广告的感知和感受(研究1);从经验上将这些广告与幽默广告和其他负面广告区分开来(研究2);并调查以受众为目标的负面广告何时更有可能对广告商有效(研究3)。结果表明,受众导向的负面广告具有独特的特征,包括消极性、独特性、幽默性、现实主义以及移情等情感影响。研究结果包括针对受众的负面广告最有效的负面程度和产品类型条件,为广告商提供实用指导。
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来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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