关注过程还是结果?理解未来时间视角对广告效果的影响

IF 4.2 Q2 BUSINESS
Linwan Wu, Sun-Young Park, Ilyoung Ju
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引用次数: 4

摘要

以过程和结果为中心的心理模拟在广告信息创作中被广泛采用。通过两个实验,我们调查了时间(研究1)和偶然(研究2)未来时间视角如何影响消费者对过程和结果为中心的广告的反应。研究1发现,年长的参与者在看到以过程为中心的广告时比看到以结果为中心的广告时表现出更有利的广告态度和产品态度,而年轻的参与者对这两种广告的反应相似。研究2表明,被广泛时间视角启动的被试在结果导向型广告中表现出比过程导向型广告更有利的广告态度、服务态度和更大的购买意愿。在有限时间视角下,参与者对以过程为中心的广告的评价要高于以结果为中心的广告。讨论了这些发现的理论和实践意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Process or Outcome Focus? Understanding the Impact of Future Time Perspective on Advertising Effectiveness
Abstract Process- and outcome-focused mental simulation has been widely adopted in creating advertising messages. Via two experiments, we investigated how chronological (Study 1) and incidental (Study 2) future time perspectives influence consumer responses to process- and outcome-focused advertisements. Study 1 discovered that older participants expressed more favorable ad attitudes and product attitudes when exposed to a process-focused advertisement compared to when exposed to an outcome-focused advertisement, while younger participants responded similarly to both advertisements. Study 2 revealed that participants primed with extensive time perspective expressed more favorable ad attitudes, service attitudes, and greater purchase intention when exposed to an outcome-focused advertisement than a process-focused advertisement. Participants primed with limited time perspective evaluated a process-focused advertisement more positively than an outcome-focused advertisement. Both theoretical and practical implications of these findings are discussed.
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来源期刊
CiteScore
5.80
自引率
32.40%
发文量
17
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