社会规范诉求与消费者的环境保护行为:时间距离的影响
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摘要
基于规范焦点理论和解释水平理论,时间距离因素如何影响社会规范信息的说服效果得到了探讨。两个情境实验的结果表明,当环境宣传强调消费行为对未来环境的影响时,指令式规范的说服效果要好于描述式规范;当环境宣传强调消费行为对当前环境的影响时,描述式规范的说服效果要好于指令式规范,但是对于严重程度感知较强的环境议题,描述式规范与指令式规范的说服效果不存在显著差异。因此,在设计环境保护的宣传材料时,营销人员需要注意宣传内容所强调的时间距离特征与所使用的社会规范诉求焦点之间的匹配。
Building on the focus theory of normative conduct and construal level theory,the effects of temporal distance on normative appeals are discussed.The results of two experiments show that recipients respond better to injunctive norm appeals when temporally distant environmental consequences are stressed;when temporally close environmental consequences are stressed,descriptive norm appeals are more persuasive;however,this distinction between injunctive norm and descriptive norm appeals disappears when the environmental issue at hand is perceived as important.The key implication of these findings is that the temporal focus in the environmental campaigns should be fit with the focus of normative conducts.
Building on the focus theory of normative conduct and construal level theory,the effects of temporal distance on normative appeals are discussed.The results of two experiments show that recipients respond better to injunctive norm appeals when temporally distant environmental consequences are stressed;when temporally close environmental consequences are stressed,descriptive norm appeals are more persuasive;however,this distinction between injunctive norm and descriptive norm appeals disappears when the environmental issue at hand is perceived as important.The key implication of these findings is that the temporal focus in the environmental campaigns should be fit with the focus of normative conducts.
引文
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[26]何昊,黎建新,刘洪深.企业环境责任活动与消费者评价---行业环境污名的影响[J].经济经纬,2017(6):93-98.
[27]盛光华,岳蓓蓓,龚思羽.绿色广告诉求与信息框架匹配效应对消费者响应的影响[J].管理学报,2019(3):439-446.
[28]王大海,段坤,张驰,等.绿色产品重复购买意向研究---基于广告诉求方式的调节效应[J].软科学,2018(2):134-138.
[29]张琴,龚艳萍,黄凯.新产品预告与上市时间间隔在品牌延伸中的调节作用[J].管理学报,2018(2):272-281.
[2]周全,汤书昆.媒介使用与中国公众的亲环境行为:环境知识与环境风险感知的多重中介效应分析[J].中国地质大学学报(社会科学版),2017(5):80-93.
[3]Cialdini R B,Reno R R,Kallgren C A.A Focus Theory of Normative Conduct:Recycling the Concept of Norms to Reduce Littering in Public Places[J].Journal of Personality and Social Psychology,1990,58(6):1015-1026.
[4]Jacobson R P,Mortensen C R,Cialdini R B.Bodies Obliged and Unbound:Differentiated Response Tendencies for Injunctive and Descriptive Social Norms[J].Journal of Personality and Social Psychology,2011,100(3):433-448.
[5]韦庆旺,孙健敏.对环保行为的心理学解读---规范焦点理论述评[J].心理科学进展,2013(4):751-760.
[6]White K,Simpson B.When do(and don't)Normative Appeals Influence Sustainableconsumer Behaviors?[J].Journal of Marketing,2013,77(2):78-95.
[7]Weber E U.Experience-based and Description-based Perception of Long-term Risk:Why Global Warming does not Scare Us(yet)[J].Climatic Change,2006,77(1-2):103-120.
[8]Liberman N,Trope Y.The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions:A Test of Temporal Construal Theory[J].Journal of Personality and Social Psychology,1998,75(1):5-18.
[9]Zhao M,Xie J.Effects of Social and Temporal Distance on Consumers'Responses to Peer Recommendations[J].Journal of Marketing Research,2011,48(3):486-496.
[10]Goldstein N J,Cialdini R B,Griskevicius V.A Room with a Viewpoint:Using Social Norms to Motivate Environmental Conservation in Hotels[J].Journal of Consumer Research,2008(3):472-482.
[11]Melnyk V,van Herpen E,Fischer A R H,et al.Regulatory Fit Effects for Injunctive Versus Descriptive Social Norms:Evidence from the Promotion of Sustainable Products[J].Marketing Letters,2013,24(2):191-203.
[12]黄俊,李晔,张宏伟.解释水平理论的应用及发展[J].心理科学进展,2015,23(1):110-119.
[13]Trope Y,Liberman N.Construallevel Theory of Psychological Distance[J].Psychological Review,2010,117(2):440-463.
[14]Williams L E,Stein R,Galguera L.The Distinct Affective Consequences of Psychological Distance and Construal Level[J].Journal of Consumer Research,2014,40(6):1123-1138.
[15]刘红艳,李爱梅,王海忠,等.不同促销方式对产品购买决策的影响-基于解释水平理论视角的研究[J].心理学报,2012(8):1100-1113.
[16]Kim H,Rao A R,Lee A Y.It's time to vote:The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion[J].Journal of Consumer Research,2009,6(35):877-889.
[17]何云,吴水龙,张媛,等.时间距离与解释水平对赞助评价的影响研究[J].管理评论,2013(10):138-146.
[18]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):64-72.
[19]张广玲,黄娜.社会规范信息对顾客行为的影响机制研究[J].珞珈管理评论,2016(2):83-93.
[20]Macgregor K E,Carnevale J J,Dusthimer N E,et al.Knowledge of the Self-Control Benefits of High-level Versus Low-level Construal[J].Journal of Personality and SocialPsychology,2017,112(4):607-620.
[21]杜伟强,曹花蕊.基于自身短期与社会长远利益两难选择的绿色消费机制[J].心理科学进展,2013(5):775-784.
[22]Liberman N,Eyal T,Trope Y,et al.The Pros and Cons of Temporally Near and Distant Action[J].Journal of Personality and Social Psychology,2004,86(6):781-795.
[23]Han D,Duhachek A,Agrawal N.Coping and Construal Level Matching Driveshealth Message Effectiveness Via Response Efficacy or Self-efficacy Enhancement[J].Journal of Consumer Research,2016,43(3):429-447.
[24]Jones T M.Ethical Decision Making by Individuals in Organizations:An Issue-contingent Model[J].Academy of Management Review,1991,16(2):366-395.
[25]Kronrod A,Grinstein A,Wathieu L.Go green!Should Environmental Messages be So Assertive?[J].Journal of Marketing,2012,76(1):95-102.
[26]何昊,黎建新,刘洪深.企业环境责任活动与消费者评价---行业环境污名的影响[J].经济经纬,2017(6):93-98.
[27]盛光华,岳蓓蓓,龚思羽.绿色广告诉求与信息框架匹配效应对消费者响应的影响[J].管理学报,2019(3):439-446.
[28]王大海,段坤,张驰,等.绿色产品重复购买意向研究---基于广告诉求方式的调节效应[J].软科学,2018(2):134-138.
[29]张琴,龚艳萍,黄凯.新产品预告与上市时间间隔在品牌延伸中的调节作用[J].管理学报,2018(2):272-281.