在电子烟广告中应用软性销售主题的后果

IF 4.4 3区 管理学 Q2 BUSINESS
Franklin Velasco Vizcaíno, José Manuel Guaita Martínez, José María Martín Martín
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引用次数: 0

摘要

本研究采用多种方法验证了软性销售主题在电子烟广告中的突出地位,并检验了这一广告主题如何影响消费者的态度和行为。首先,研究通过内容分析确定了作为电子烟广告营销刺激因素的软性销售主题的普遍性。其次,一项准实验测试了软性销售主题广告对消费者吸食电子烟的态度、尝试电子烟的意向、吸烟的态度和不良意向的影响。后一种效应与电子烟营销文献相关,因为它表明了消费者是如何对电子烟的有害影响失去时间距离的。本文讨论了这些发现的理论和实践贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consequences of applying soft-sell themes in e-cigarette advertisements

This research uses a multi-method approach to validate the prominence of soft-sell themes to advertise e-cigarettes and to test how this advertising theme influences consumers' attitudes and behaviors. First, the study presents a content analysis identifying the prevalence of soft-sell themes used as marketing stimuli to advertise e-cigarettes. Second, a quasi-experiment tests the effects of a soft-sell theme ad on consumers' attitudes toward vaping, their intention to try e-cigarettes, their attitude toward smoking, and maladaptive intentions. This latter effect is relevant to e-cigarette marketing literature, as it suggests how consumers lose temporal distance of the harmful effects of vaping. Theoretical and practical contributions of these findings are discussed.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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