消费者对干预党外初选的广告有何反应?

IF 5.7 1区 管理学 Q1 BUSINESS
Mohamed A Hussein, Courtney Lee, S Christian Wheeler
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引用次数: 0

摘要

2022 年,民主党在帮助极右翼候选人赢得共和党初选的广告上花费了 5300 万美元。根据推理,为支持极右翼候选人的广告买单,可以帮助民主党在大选中获胜,因为击败极端候选人比击败温和候选人更容易。在当前的研究中,我们要问:消费者对 "插手广告 "的使用有何反应?一方面,由于两极分化程度加剧,消费者可能会接受甚至支持 "插手广告"。另一方面,由于 "越俎代庖 "广告可能被认为是不道德的、有风险的,消费者可能会对其使用持反感态度。我们通过七项主要研究和十项补充研究(N = 7,740),采用多种实证方法,包括联合分析、小插曲研究、激励兼容的捐赠研究,以及使用人工编码器和 NLP 工具对在线评论进行分析,发现消费者对使用中介广告持反感态度。这种反感由三个因素驱动:对候选人性格的担忧、与结果相关的风险(失去选举)以及与制度相关的风险(失去对民主的信任)。这些发现为政治营销研究做出了贡献,为营销人员提供了有关插手广告的实用指导,并确定了一种新的风险认知类型,对消费者行为研究产生了影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How Do Consumers React to Ads That Meddle in Out-Party Primaries?
In 2022, Democrats spent $53 million on ads helping far-right candidates win Republican primaries. Paying for ads that support far-right candidates, the reasoning went, could help Democrats win in the general elections because it is easier to beat extreme than moderate candidates. In the current research, we ask: how do consumers react to the use of “meddle ads”? On the one hand, because of rising levels of polarization, consumers might be accepting, or even supportive, of meddle ads. On the other hand, because meddle ads might come across as unethical and risky, consumers might be averse to their use. Across seven main studies and ten supplemental studies (N = 7,740) using multiple empirical approaches—including conjoint analysis, vignette studies, incentive-compatible donation studies, and analysis of online comments using human coders and NLP tools—we find that consumers are averse to the use of meddle ads. This aversion is driven by three factors: concerns about the character of the candidate, outcome-related risk (losing elections), and system-related risk (losing trust in democracy). These findings contribute to research on political marketing, provide practical guidance for marketers around meddle ads, and identify a novel type of risk perceptions with implications for consumer behavior research.
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来源期刊
CiteScore
12.00
自引率
9.70%
发文量
53
期刊介绍: Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research. To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings. JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms. Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.
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