{"title":"性别和年龄对广告中说服原则易感性的影响","authors":"Lyubomira Spasova","doi":"10.14254/2071-789x.2022/15-3/5","DOIUrl":null,"url":null,"abstract":"This investigation has two aims: to study the susceptibility of young consumers to persuasion principles of Cialdini and to identify which principles achieve a powerful effect of memory through advertising in consumers of different genders and ages. The instrument used is the adapted and modified STPS questionnaire, developed by Kaptein el at., as well as the subjective judgments of respondents about the degree to which they remember advertisements based on persuasion principles. The results of the regression analysis show that social proof is the only principle of persuasion whose persuasive power does not correspond to that of three principles: principle of reciprocity, principle of commitment and consistency and principle of unity. Practical application of principle of commitment and consistency and principle of reciprocity is more persuasive in uniform advertising when gender and age characteristics of the target groups are not taken into account. The causal link between the principle of social proof and memorization of advertising is established, where persuasion is done in a peripheral route, although consumers are susceptible to other principles. Ranking of the principles has established that the principle of commitment and consistency achieves greatest effectiveness in both genders, while the principle of reciprocity is most effective for women and the principle of authority - for men. Regarding the age groups, the following principles are observed: 18 to 20 - principle of social proof; 21 to 24 - principle of unity, and 25 to 35 - principle of commitment and consistency. Different consumer susceptibility to persuasion can be achieved in the studied age groups on a peripheral route with higher efficiency in women. This study is useful for organizations that offer different products and services through advertising.","PeriodicalId":409504,"journal":{"name":"Economics & Sociology","volume":"14 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":"{\"title\":\"Impact of gender and age on susceptibility to persuasion principles in advertisement\",\"authors\":\"Lyubomira Spasova\",\"doi\":\"10.14254/2071-789x.2022/15-3/5\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This investigation has two aims: to study the susceptibility of young consumers to persuasion principles of Cialdini and to identify which principles achieve a powerful effect of memory through advertising in consumers of different genders and ages. The instrument used is the adapted and modified STPS questionnaire, developed by Kaptein el at., as well as the subjective judgments of respondents about the degree to which they remember advertisements based on persuasion principles. The results of the regression analysis show that social proof is the only principle of persuasion whose persuasive power does not correspond to that of three principles: principle of reciprocity, principle of commitment and consistency and principle of unity. Practical application of principle of commitment and consistency and principle of reciprocity is more persuasive in uniform advertising when gender and age characteristics of the target groups are not taken into account. The causal link between the principle of social proof and memorization of advertising is established, where persuasion is done in a peripheral route, although consumers are susceptible to other principles. Ranking of the principles has established that the principle of commitment and consistency achieves greatest effectiveness in both genders, while the principle of reciprocity is most effective for women and the principle of authority - for men. Regarding the age groups, the following principles are observed: 18 to 20 - principle of social proof; 21 to 24 - principle of unity, and 25 to 35 - principle of commitment and consistency. Different consumer susceptibility to persuasion can be achieved in the studied age groups on a peripheral route with higher efficiency in women. 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引用次数: 3
摘要
这个调查有两个目的:研究年轻消费者的敏感性来说服Cialdini原理和识别原理实现一个强大的消费者通过广告的记忆效果在不同的年龄和性别。所使用的工具是Kaptein el . at开发的经过改编和修改的STPS问卷。以及受访者根据说服原则对广告记忆程度的主观判断。回归分析结果表明,社会认同是唯一说服力与互惠原则、承诺一致原则和统一原则不对应的说服原则。实际应用的原则,承诺和一致性和互惠的原则是在统一的广告更有说服力的性别和年龄特征不考虑目标群体。社会认同原则和广告记忆原则之间的因果关系是建立的,其中说服是在外围路线上完成的,尽管消费者容易受到其他原则的影响。这些原则的排名表明,承诺原则和一致性原则对男女都最有效,而互惠原则对女性最有效,权威原则对男性最有效。就年龄组而言,遵循以下原则:18至20岁-社会认同原则;21 - 24 -团结原则,25 - 35 -承诺和一致原则。不同的消费者对说服的敏感性可以在研究的年龄组在外围路线上实现,女性效率更高。这项研究对通过广告提供不同产品和服务的组织很有用。
Impact of gender and age on susceptibility to persuasion principles in advertisement
This investigation has two aims: to study the susceptibility of young consumers to persuasion principles of Cialdini and to identify which principles achieve a powerful effect of memory through advertising in consumers of different genders and ages. The instrument used is the adapted and modified STPS questionnaire, developed by Kaptein el at., as well as the subjective judgments of respondents about the degree to which they remember advertisements based on persuasion principles. The results of the regression analysis show that social proof is the only principle of persuasion whose persuasive power does not correspond to that of three principles: principle of reciprocity, principle of commitment and consistency and principle of unity. Practical application of principle of commitment and consistency and principle of reciprocity is more persuasive in uniform advertising when gender and age characteristics of the target groups are not taken into account. The causal link between the principle of social proof and memorization of advertising is established, where persuasion is done in a peripheral route, although consumers are susceptible to other principles. Ranking of the principles has established that the principle of commitment and consistency achieves greatest effectiveness in both genders, while the principle of reciprocity is most effective for women and the principle of authority - for men. Regarding the age groups, the following principles are observed: 18 to 20 - principle of social proof; 21 to 24 - principle of unity, and 25 to 35 - principle of commitment and consistency. Different consumer susceptibility to persuasion can be achieved in the studied age groups on a peripheral route with higher efficiency in women. This study is useful for organizations that offer different products and services through advertising.