经济拮据的消费者对属性和目标框架广告的反应

IF 1 4区心理学 Q4 PSYCHOLOGY, SOCIAL

Social Behavior and Personality Pub Date : 2023-09-06 DOI:10.2224/sbp.12459

Haijun Wang, Jinggang Liu, Hui Wang

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引用次数: 0

摘要

COVID-19疫情的全球爆发给人们带来了相当大的经济限制?这可能改变了他们对广告的态度。本研究探讨了属性框架广告与目标框架广告对不同财务约束的消费者的不同说服力。两项研究的结果(ns分别= 93和79)表明，财务约束较高(相对较低)的消费者对虚构航空公司的属性框架(相对于目标框架)广告的反应更灵敏，这种关系是由加工流畅性介导的。这项研究有助于信息框架的文献，并为营销人员提供指导，希望通过开发更量身定制的广告来提高他们的目标。

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Financially constrained consumer responses toward attribute- and goalframed advertisements

The global outbreak of the COVID-19 epidemic has placed considerable financial constraints on people???s lives, which may have changed their attitude toward advertising. This study explored the differential persuasiveness of attribute- versus goal-framed advertising on consumers with various financial constraints. The results of two studies (ns = 93 and 79, respectively) showed that consumers with higher (vs. lower) financial constraints were more responsive to attribute-framed (vs. goal-framed) advertisements for a fictional airline, and that this relationship was mediated by processing fluency. This research contributes to the literature on message framing and offers guidance for marketers looking to improve their targeting through developing more tailored advertisements.

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来源期刊

Social Behavior and Personality PSYCHOLOGY, SOCIAL-

CiteScore

2.20

自引率

7.70%

发文量

117

期刊介绍： Social Behavior and Personality: an international journal publishes papers on all aspects of social, personality, and developmental psychology. The journal has successfully published the work of over 5,500 researchers and professionals, continuously for over 40 years. Now in its prime, the journal looks forward with enthusiasm to continued professional maturity and service to its readership and discipline.