让我们激发消费者的回收热情!作为有效环保宣传者的代言人

IF 1.5 Q2 COMMUNICATION
Ritesh Jain, Edwina Luck
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引用次数: 0

摘要

本研究以 "刺激-机体-反应 "为理论框架,探讨了虚构代言人(即代言人)在增强环境传播说服力方面的作用。具体来说,研究探讨了代言人的兴奋性、吸引力和榜样特质(刺激)如何影响消费者的认知和情感回收态度(有机体),从而增强回收意向(反应)。理论关系是在查阅相关文献后得出的,并通过对 314 名美国消费者进行在线调查收集数据进行了检验。研究使用结构方程模型对数据进行了分析,结果表明,兴奋特质仅通过情感回收态度对回收意愿产生积极影响。相比之下,榜样特质适合增强消费者的认知(直接)和情感(间接)回收态度。吸引力特质在增强回收意愿方面没有独立作用,但可以增强兴奋特质对情感回收态度的影响。总之,研究结果表明,对于环保营销人员来说,代言人是一种很有前景的传播策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Let Us Excite and Inspire Consumers to Recycle! Spokescharacters as Effective Environmental Communicators
This study investigated the role of fictional spokespersons (i.e., spokescharacters) in enhancing environmental communication persuasiveness using stimuli–organism–response as a theoretical framework. Specifically, the study explored how the excitement, attractiveness and role model traits (stimulus) of spokescharacters influence consumers’ cognitive and affective recycling attitudes (organism), resulting in augmented recycling intentions (response). Theoretical relationships were derived after reviewing relevant literature and tested by collecting data through an online survey administered to 314 U.S. consumers. Data were analysed using structural equation modelling, and findings suggest that the excitement trait positively influences recycling intentions only through affective recycling attitudes. In contrast, the role model trait is suitable for enhancing consumers’ cognitive (directly) and affective (indirectly) recycling attitudes. The attractiveness trait has no standalone role in enhancing recycling intentions but can augment the effect of the excitement trait on affective recycling attitudes. Overall, the findings suggest that spokescharacters can be a promising communication strategy for environmental marketers.
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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