绿色广告诉求与信息框架匹配效应对消费者响应的影响
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摘要
基于精细加工模型与前景理论,通过3个实验,探讨了绿色广告诉求与信息框架以及两者的匹配效应对消费者响应的影响及其内在机理。研究发现:相较于利他广告诉求,利己广告诉求对消费者响应的影响更强;相较于得益框架,损失框架对消费者响应的影响更强;绿色广告诉求与信息框架存在显著的匹配效应,利他诉求与得益框架、利己诉求与损失框架相匹配时效果更佳,且广告态度在绿色广告诉求与信息框架影响绿色产品购买意愿的过程中起中介作用。企业在绿色产品的营销中应关注绿色广告诉求与信息框架的匹配效应,以实现更好的绿色广告效果。
Based on Elaboration Likelihood Model and Prospect Theory,through three experiments,we investigate the influence mechanism of green advertising appeal,information framework and the matching effect on consumer responses. Results demonstrate that egoistic advertising appeal has more positive effect than altruistic advertising appeal,and loss-information framework has more positive effect than benefit-information framework. There exists matching effect between green advertising appeal and information framework. It shows better effect when egoistic advertising appeal matching with loss-information framework while altruistic matching with benefit-information framework and the matching effect positively affects consumer responses. Advertising attitude plays a mediating role between matching effect and green purchase intention. Enterprises should pay attention to the matching effect of green advertising appeal and information framework in developing green marketing strategies of green products to achieve effective green advertising goal.
Based on Elaboration Likelihood Model and Prospect Theory,through three experiments,we investigate the influence mechanism of green advertising appeal,information framework and the matching effect on consumer responses. Results demonstrate that egoistic advertising appeal has more positive effect than altruistic advertising appeal,and loss-information framework has more positive effect than benefit-information framework. There exists matching effect between green advertising appeal and information framework. It shows better effect when egoistic advertising appeal matching with loss-information framework while altruistic matching with benefit-information framework and the matching effect positively affects consumer responses. Advertising attitude plays a mediating role between matching effect and green purchase intention. Enterprises should pay attention to the matching effect of green advertising appeal and information framework in developing green marketing strategies of green products to achieve effective green advertising goal.
引文
[1]SHEEHAN K,ATKINSON L. Revisiting Green Adver-tising and the Reluctant Consumer[J]. Journal of Ad-vertising,2012,41(4):5-7.
[2]SCHUHWERK M E,LEFKOFF-HAGIUS R. Green orNon-Green? Does Type of Appeal Matter When Adver-tising a Green Product?[J]. Journal of Advertising,1995,24(2):45-54.
[3]GREEN T,PELOZA J. Finding the Right Shade ofGreen:The Effect of Advertising Appeal Type on Envi-ronmentally Friendly Consumption[J]. Journal of Ad-vertising,2014,43(2):128-141.
[4]陈凯,肖兰.广告诉求、印象管理动机对绿色购买意愿的影响研究[J].资源开发与市场,2016,32(10):1 204-1 208,1 272.
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[6]朱翊敏.慈善营销中契合类型与信息框架对消费者响应的影响[J].南开管理评论,2014,17(4):128-139.
[7]沈鹏熠,范秀成.在线零售企业社会责任行为与消费者响应———基于中国背景的调节效应模型[J].中国软科学,2016(3):96-106.
[8]何昊,黎建新,汪涛.合理性视角下企业的环境责任行为与消费者响应:解释水平的调节效应[J].商业经济与管理,2017(1):65-73.
[9]庞英,盛光华,张志远.环境参与度视角下情绪对绿色产品购买意图调节机制研究[J].软科学,2017,31(2):117-121.
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[11]熊小明,黄静,郭昱琅.“利他”还是“利己”?绿色产品的诉求方式对消费者购买意愿的影响研究[J].生态经济,2015,31(6):103-107.
[12]LEVIN I P,SCHNEIDER S L, GAETH G J. AllFrames Are Not Created Equal:A Typology and Criti-cal Analysis of Framing Effects[J]. Organ BehavHum Decis Process,1998,76(2):149-188.
[13]VELDE L V D,VERBEKE W,POPP M,et al. TheImportance of Message Framing for Providing Informa-tion about Sustainability and Environmental Aspects ofEnergy[J]. Energy Policy,2010,38(10):5 541-5549.
[14]YANG Y K,SOLGAARD S H,REN J Z. Does Posi-tive Framing Matter? An Investigation of How FramingAffects Consumers’Willingness to Buy Green Electric-ity in Denmark[J]. Energy Research&Social Sci-ence,2018,46(1):40-47.
[15]MOON S,BERGEY K P,BOVE L L,et al. MessageFraming and Individual Traits in Adopting Innovative,Sustainable Products(ISPs):Evidence from BiofuelAdoption[J]. Journal of Business Research,2016,69(10):3 553-3 560.
[16]CHEN M Y. Consumer Response to Health ProductCommunication:The Role of Perceived Product Effica-cy[J]. Journal of Business Research,2016,69(9):3 251-3 260.
[17]SCHWARZ N. Feelings-as-Information Theory[A]//VAN LANGE P,KRUGLANKI A,HIGGINS ET. Handbook of Theories of Social Psychology[M].New York:Sage Publications,2012:289-308.
[18]REBER R,SCHWARZ N,WINKIELMAN P. Pro-cessing Fluency and Aesthetic Pleasure:Is Beauty inthe Perceiver’s Processing Experience?[J]. Personal-ity&Social Psychology Review An Official Journal ofthe Society for Personality&Social Psychology Inc,2004,8(4):364-382.
[19]WHITE K,MACDONNELL R,DAHL D W. It’s theMind-Set That Matters:The Role of Construal Leveland Message Framing in Influencing Consumer Efficacyand Conservation Behaviors[J]. Journal of MarketingResearch. 2011,48(3):472-485.
[20]CHANG H,ZHANG L,XIE G X. Message Framingin Green Advertising:The Effect of Construal Leveland Consumer Environmental Concern[J]. Interna-tional Journal of Advertising,2015,34(1):158-176.
[21]BHATTACHARYA C B,SEN S. Consumer-CompanyIdentification:A Framework for Understanding Con-sumers’Relationships with Companies[J]. Journal ofMarketing,2003,67(2):76-88.
[22]RASTY F,CHOU C J,FEIZ D. The Impact of Inter-net Travel Advertising Design,Tourists’Attitude,andInternet Travel Advertising Effect on Tourists’ Pur-chase Intention:The Moderating Role of Involvement[J]. Journal of Travel&Tourism Marketing,2013,30(5):482-496.
[23]JIMNEZ N,SAN-MARTN S. Attitude toward M-Advertising and M-Repurchase[J]. European Re-search on Management and Business Economics,2017,23(2):96-102.
[24]MACKENZIE S B,LUTZ R J. An Empirical Examina-tion of the Structural Antecedents of Attitude toward theAd in an Advertising Pretesting Context[J]. Journal ofMarketing,1989,53(2):48-65.
[25]SHAOUF A,LK,LI X Y. The Effect of Web Ad-vertising Visual Design on Online Purchase Intention:An Examination across Gender[J]. Computers in Hu-man Behavior,2016,60:622-634.
[26]YANG D F,LU Y,ZHU W T,et al. Going Green:How Different Advertising Appeals Impact Green Con-sumption Behavior[J]. Journal of Business Research,2015,68(12):2 663-2 675.
[27]KAREKLAS I,CARLSON J R,MUEHLING D D.“IEat Organic for My Benefit and Yours”:Egoistic andAltruistic Considerations for Purchasing Organic Foodand Their Implications for Advertising Strategists[J].Journal of Advertising,2014,43(1):18-32.
[28]SERRA I C. How Do Motives Affect Attitudes and Be-haviors toward Internet Advertising and Facebook Ad-vertising?[J]. Computers in Human Behavior,2015,51:312-324.
[29]CAMPBELL M C,KELLER K L. Brand Familiarityand Advertising Repetition Effects[J]. Journal of Con-sumer Research,2003,30(9):292-304.
[30]戴鑫,周文容,曾一帆.广告信息框架与信息目标对受众亲社会行为的影响研究[J].管理学报,2015,12(6):880-887.
[31]MEYERS-LEVY J,MAHESWARAN D. ExploringMessage Framing Outcomes:When Systematic,Heu-ristic,or Both Types of Processing Occur[J]. Journalof Consumer Psychology,2004,14(1/2):159-167.
[32]HAYES A F. An Introduction to Mediation,Modera-tion,and Conditional Process Analysis:A RegressionBased Approach[M]. New York:Guilford Press,2013.
[2]SCHUHWERK M E,LEFKOFF-HAGIUS R. Green orNon-Green? Does Type of Appeal Matter When Adver-tising a Green Product?[J]. Journal of Advertising,1995,24(2):45-54.
[3]GREEN T,PELOZA J. Finding the Right Shade ofGreen:The Effect of Advertising Appeal Type on Envi-ronmentally Friendly Consumption[J]. Journal of Ad-vertising,2014,43(2):128-141.
[4]陈凯,肖兰.广告诉求、印象管理动机对绿色购买意愿的影响研究[J].资源开发与市场,2016,32(10):1 204-1 208,1 272.
[5]李敬强,刘凤军.企业社会责任特征与消费者响应研究———兼论消费者-企业认同的中介调节效应[J].财经论丛,2017(1):85-94.
[6]朱翊敏.慈善营销中契合类型与信息框架对消费者响应的影响[J].南开管理评论,2014,17(4):128-139.
[7]沈鹏熠,范秀成.在线零售企业社会责任行为与消费者响应———基于中国背景的调节效应模型[J].中国软科学,2016(3):96-106.
[8]何昊,黎建新,汪涛.合理性视角下企业的环境责任行为与消费者响应:解释水平的调节效应[J].商业经济与管理,2017(1):65-73.
[9]庞英,盛光华,张志远.环境参与度视角下情绪对绿色产品购买意图调节机制研究[J].软科学,2017,31(2):117-121.
[10]王怀明,陈毅文.广告诉求形式与消费者心理加工机制[J].心理科学,1999(5):475-476.
[11]熊小明,黄静,郭昱琅.“利他”还是“利己”?绿色产品的诉求方式对消费者购买意愿的影响研究[J].生态经济,2015,31(6):103-107.
[12]LEVIN I P,SCHNEIDER S L, GAETH G J. AllFrames Are Not Created Equal:A Typology and Criti-cal Analysis of Framing Effects[J]. Organ BehavHum Decis Process,1998,76(2):149-188.
[13]VELDE L V D,VERBEKE W,POPP M,et al. TheImportance of Message Framing for Providing Informa-tion about Sustainability and Environmental Aspects ofEnergy[J]. Energy Policy,2010,38(10):5 541-5549.
[14]YANG Y K,SOLGAARD S H,REN J Z. Does Posi-tive Framing Matter? An Investigation of How FramingAffects Consumers’Willingness to Buy Green Electric-ity in Denmark[J]. Energy Research&Social Sci-ence,2018,46(1):40-47.
[15]MOON S,BERGEY K P,BOVE L L,et al. MessageFraming and Individual Traits in Adopting Innovative,Sustainable Products(ISPs):Evidence from BiofuelAdoption[J]. Journal of Business Research,2016,69(10):3 553-3 560.
[16]CHEN M Y. Consumer Response to Health ProductCommunication:The Role of Perceived Product Effica-cy[J]. Journal of Business Research,2016,69(9):3 251-3 260.
[17]SCHWARZ N. Feelings-as-Information Theory[A]//VAN LANGE P,KRUGLANKI A,HIGGINS ET. Handbook of Theories of Social Psychology[M].New York:Sage Publications,2012:289-308.
[18]REBER R,SCHWARZ N,WINKIELMAN P. Pro-cessing Fluency and Aesthetic Pleasure:Is Beauty inthe Perceiver’s Processing Experience?[J]. Personal-ity&Social Psychology Review An Official Journal ofthe Society for Personality&Social Psychology Inc,2004,8(4):364-382.
[19]WHITE K,MACDONNELL R,DAHL D W. It’s theMind-Set That Matters:The Role of Construal Leveland Message Framing in Influencing Consumer Efficacyand Conservation Behaviors[J]. Journal of MarketingResearch. 2011,48(3):472-485.
[20]CHANG H,ZHANG L,XIE G X. Message Framingin Green Advertising:The Effect of Construal Leveland Consumer Environmental Concern[J]. Interna-tional Journal of Advertising,2015,34(1):158-176.
[21]BHATTACHARYA C B,SEN S. Consumer-CompanyIdentification:A Framework for Understanding Con-sumers’Relationships with Companies[J]. Journal ofMarketing,2003,67(2):76-88.
[22]RASTY F,CHOU C J,FEIZ D. The Impact of Inter-net Travel Advertising Design,Tourists’Attitude,andInternet Travel Advertising Effect on Tourists’ Pur-chase Intention:The Moderating Role of Involvement[J]. Journal of Travel&Tourism Marketing,2013,30(5):482-496.
[23]JIMNEZ N,SAN-MARTN S. Attitude toward M-Advertising and M-Repurchase[J]. European Re-search on Management and Business Economics,2017,23(2):96-102.
[24]MACKENZIE S B,LUTZ R J. An Empirical Examina-tion of the Structural Antecedents of Attitude toward theAd in an Advertising Pretesting Context[J]. Journal ofMarketing,1989,53(2):48-65.
[25]SHAOUF A,LK,LI X Y. The Effect of Web Ad-vertising Visual Design on Online Purchase Intention:An Examination across Gender[J]. Computers in Hu-man Behavior,2016,60:622-634.
[26]YANG D F,LU Y,ZHU W T,et al. Going Green:How Different Advertising Appeals Impact Green Con-sumption Behavior[J]. Journal of Business Research,2015,68(12):2 663-2 675.
[27]KAREKLAS I,CARLSON J R,MUEHLING D D.“IEat Organic for My Benefit and Yours”:Egoistic andAltruistic Considerations for Purchasing Organic Foodand Their Implications for Advertising Strategists[J].Journal of Advertising,2014,43(1):18-32.
[28]SERRA I C. How Do Motives Affect Attitudes and Be-haviors toward Internet Advertising and Facebook Ad-vertising?[J]. Computers in Human Behavior,2015,51:312-324.
[29]CAMPBELL M C,KELLER K L. Brand Familiarityand Advertising Repetition Effects[J]. Journal of Con-sumer Research,2003,30(9):292-304.
[30]戴鑫,周文容,曾一帆.广告信息框架与信息目标对受众亲社会行为的影响研究[J].管理学报,2015,12(6):880-887.
[31]MEYERS-LEVY J,MAHESWARAN D. ExploringMessage Framing Outcomes:When Systematic,Heu-ristic,or Both Types of Processing Occur[J]. Journalof Consumer Psychology,2004,14(1/2):159-167.
[32]HAYES A F. An Introduction to Mediation,Modera-tion,and Conditional Process Analysis:A RegressionBased Approach[M]. New York:Guilford Press,2013.
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