旅游口号信息诉求对口号态度和旅游意愿的影响研究——基于心理意象加工的视角
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摘要
文章从旅游口号信息诉求出发,基于心理意象加工理论,通过实验研究了旅游口号信息诉求对游客反应的影响及其作用机制,并在不同时间距离的旅游情景下,比较了旅游口号信息诉求对游客反应的差异化影响。研究发现,不同旅游口号信息诉求对消费者口号态度和旅游意愿的影响存在差异,心理意象加工在此过程中起中介作用;同时,时间距离会调节旅游口号信息诉求对消费者口号态度和旅游意愿的影响。文章丰富了旅游口号的有效性研究,对旅游营销组织设计、选择有效的旅游口号具有现实意义。
Tourism slogan, as an important tool to communicate the destination image, has a significant impact on consumers' travel decision making. While scholars have made a lot of research on the effectiveness of tourism slogan, prior studies are mostly based on the tourism slogan itself and there is few study on the interaction effect of tourists' psychological mechanism and tourism context. In particular, few study considers the impact of tourism slogan on tourists' information process and the influence of tourism context. Given the limitations in literature, this study classified the tourism slogans into two message appeals, tourism slogans of informational appeals and tourism slogans of emotional appeals. By manipulating different message appeals of tourism slogans and different temporal distance,this research adopted the experimental method to test the main effect of tourism slogan message appeals on tourists' attitude towards slogans and travel attention, the mediating mechanism of tourists' mental imagery processing, and moderating effect of temporal distance.We adopted a between-group design: 4(tourism slogan message appeals: attribute-based vs.benefit-based vs. positive emotional-based vs. negative emotional-based) * 2(temporal distance: near future vs. distant future), finding that tourism slogan message appeals have significant influence of on tourists' mental imagery processing. Compared with tourism slogan of emotional appeals(positive emotionalbased/negative emotional-based), tourism slogan of informational appeals(attribute-based/benefitbased) have more significant effect on mental imagery processing, which further affects tourists' attitude towards slogan and travel attention. In addition, temporal distance can moderate the effect of tourism slogan message appeals on tourists' attitude towards slogan and travel attention. In near future context,tourism slogan of informational appeals has more significant effect on tourists' attitude towards slogans and travel attention than tourism slogan of emotional appeals; while in distant future context, there is no significant differences between tourism slogans of informational appeals and emotional appeals.This study contributes to the literature in several ways: first, this study provides a new perspective for the tourism slogan types study by reclassifying the tourism slogan into different message appeals,which complements the prior research on tourism slogan types. Second, this study examines the impact of different tourism slogan message appeals of on tourists' attitude towards slogan and travel intention,which expands research on the effectiveness of tourism slogan. Third, this study extends the application of mental imagery processing theory by showing that the effect of tourism slogan message appeals on tourists' attitude towards slogans and travel intention is heterogeneous. Fourth, the results of this research help to identify the boundary conditions of the tourism slogan effect and expands the research of psychological distance in construal level theory. In addition, this study has important practical value for destination marketing organizations. First, destination-marketing organizations should pay attention to the effectiveness of tourism slogan by utilizing the positive influence of tourism slogan on tourists' attitude towards slogan and travel intention. Second, destination-marketing organizations should try to design tourism slogans that can arouse the image perception of tourism destination in tourists' mind as much as possible. Last, destination-marketing organizations should carry out different management and dissemination of tourism slogans according to different temporal distances.
Tourism slogan, as an important tool to communicate the destination image, has a significant impact on consumers' travel decision making. While scholars have made a lot of research on the effectiveness of tourism slogan, prior studies are mostly based on the tourism slogan itself and there is few study on the interaction effect of tourists' psychological mechanism and tourism context. In particular, few study considers the impact of tourism slogan on tourists' information process and the influence of tourism context. Given the limitations in literature, this study classified the tourism slogans into two message appeals, tourism slogans of informational appeals and tourism slogans of emotional appeals. By manipulating different message appeals of tourism slogans and different temporal distance,this research adopted the experimental method to test the main effect of tourism slogan message appeals on tourists' attitude towards slogans and travel attention, the mediating mechanism of tourists' mental imagery processing, and moderating effect of temporal distance.We adopted a between-group design: 4(tourism slogan message appeals: attribute-based vs.benefit-based vs. positive emotional-based vs. negative emotional-based) * 2(temporal distance: near future vs. distant future), finding that tourism slogan message appeals have significant influence of on tourists' mental imagery processing. Compared with tourism slogan of emotional appeals(positive emotionalbased/negative emotional-based), tourism slogan of informational appeals(attribute-based/benefitbased) have more significant effect on mental imagery processing, which further affects tourists' attitude towards slogan and travel attention. In addition, temporal distance can moderate the effect of tourism slogan message appeals on tourists' attitude towards slogan and travel attention. In near future context,tourism slogan of informational appeals has more significant effect on tourists' attitude towards slogans and travel attention than tourism slogan of emotional appeals; while in distant future context, there is no significant differences between tourism slogans of informational appeals and emotional appeals.This study contributes to the literature in several ways: first, this study provides a new perspective for the tourism slogan types study by reclassifying the tourism slogan into different message appeals,which complements the prior research on tourism slogan types. Second, this study examines the impact of different tourism slogan message appeals of on tourists' attitude towards slogan and travel intention,which expands research on the effectiveness of tourism slogan. Third, this study extends the application of mental imagery processing theory by showing that the effect of tourism slogan message appeals on tourists' attitude towards slogans and travel intention is heterogeneous. Fourth, the results of this research help to identify the boundary conditions of the tourism slogan effect and expands the research of psychological distance in construal level theory. In addition, this study has important practical value for destination marketing organizations. First, destination-marketing organizations should pay attention to the effectiveness of tourism slogan by utilizing the positive influence of tourism slogan on tourists' attitude towards slogan and travel intention. Second, destination-marketing organizations should try to design tourism slogans that can arouse the image perception of tourism destination in tourists' mind as much as possible. Last, destination-marketing organizations should carry out different management and dissemination of tourism slogans according to different temporal distances.
引文
[1]Keller K L.Strategic Brand Management:Building,Measuring,and Managing Brand Equity-3/E[M].Beijing:China Renmin University Press,2004:151-152.
[2]Niu Yongge,Zeng Wenjun.Tourism website branding levels:China.s 5A-class tourist attractions[J].Tourism Tribune,2013,28(11):84-92.[牛永革,曾文君.旅游网站品牌化现状研究:以中国5A级景区为例[J].旅游学刊,2013,28(11):84-92.]
[3]Niu Yongge,Zhao Ping.A review of the research on brand slogan recall[J].Foreign Economies&Management,2009,31(8):36-45.[牛永革,赵平.品牌主题语回想研究探析[J].外国经济与管理,2009,31(8):36-45.]
[4]Murphy L,Moscardo G,Benckendorff P.Using brand personality to differentiate regional tourism destinations[J].Journal of Travel Research,2007,46(1):5.
[5]Beckman E,Kumar A,Kim Y K.The impact of brand experience on downtown success[J].Journal of Travel Research,2013,52(5):646-658.
[6]Lehto X Y,Gwangjin L,Ismail J.Measuring congruence of affective images of destinations and their slogans[J].International Journal of Tourism Research,2014,16(3):250-260.
[7]Avraham E,Ketter E.Media Strategies for Marketing Places in Crisis:Improving the Image of Cities,Countries and Tourist Destinations[M].Oxford:Butterworth-Heinemann,2007:227-229.
[8]Konecnik M,Gartner W C.Customer-based brand equity for a destination[J].Annals of Tourism Research,2007,34(2):400-421.
[9]Gyehee L,Cai L A,O.Leary J T.WWW.Branding.States.US:An analysis of brand-building elements in the US state tourism websites[J].Tourism Management,2006,27(5):815-828.
[10]Xiao Min,Li Shan,Xu Qiujing,et al.Study on the different destination scales of creative modes of tourism slogans[J].Tourism Tribune,2011,26(3):50-55.[肖敏,李山,徐秋静,等.旅游口号创意模式的尺度差异研究[J].旅游学刊,2011,26(3):50-55.]
[11]Li Shan,Wang Zheng.Tourism image and tourism slogan based on destination branding[J].Human Geography,2006,21(2):5-11.[李山,王铮.旅游地品牌化中的旅游形象与旅游口号[J].人文地理,2006,21(2):5-11.]
[12]Hosany S,Prayag G,Deesilatham S,et al.Measuring tourists.emotional experiences:Further validation of the destination emotion scale[J].Journal of Travel Research,2014,54(4):482-495.
[13]Lehto X Y,Gwangjin L,Ismail J.Measuring congruence of affective images of destinations and their slogans[J].International Journal of Tourism Research,2014,16(3):250-260.
[14]GalíN,CamprubíR,Donaire J A.Analysing tourism slogans in top tourism destinations[J].Journal of Destination Marketing vs.Management,2017,6(3):243-251.
[15]Basoglu K A,Yoo J E.Soon or later?The effect of temporal distance on travel decisions[J].Journal of Travel vs.Tourism Marketing,2015,32(sup1):62-75.
[16]Qu Ying,Li Tianyuan.On the evaluation of theme slogans based on the process of brand management in tourism destinations:Taking China.s excellent tourism cities as an example[J].Tourism Tribune,2008,23(1):30-35.[曲颖,李天元.基于旅游目的地品牌管理过程的定位主题口号评价——以我国优秀旅游城市为例[J].旅游学刊,2008,23(1):30-35.]
[17]Li Tianyuan,Qu Ying.A research on the issues of the design of theme slogan for tourism destination positioning:An analysis from the perspective of brand element[J].Human Geography,2010,(3):114-119.[李天元,曲颖.旅游目的地定位主题口号设计若干基本问题的探讨——基于品牌要素视角的分析[J].人文地理,2010,(3):114-119.]
[18]Li Yanqin,Wu Bihu.A study on the mechanism and creating models of tourism advertising theme[J].Tourism Tribune,2004,19(1):82-86.[李燕琴,吴必虎.旅游形象口号的作用机理与创意模式初探[J].旅游学刊,2004,19(1):82-86.]
[19]Ma Qiufang,Sun Gennian,Zhanghong.A comparative study on the expression of provincial tourism destination brand symbols based on web[J].Tourism Tribune,2011,26(3):43-49.[马秋芳,孙根年,张宏.基于Web的省域旅游地品牌符号表征比较研究[J].旅游学刊,2011,26(3):43-49.]
[20]Rossiter J R.Advertising Communication&Promotion Management[M].Beijing:Renmin University of China Press,2004:179-183.[罗西特.广告沟通与促销管理[M].北京:中国人民大学出版社,2004:179-183.]
[21]Liebermann Y,Flint-Goor A.Message strategy by product-class type:A matching model[J].International Journal of Research in Marketing,1996,13(3):237-249.
[22]Hernandez J M D C,Wright S A,Rodrigues F F.Attributes versus benefits:The role of construal levels and appeal type on the persuasiveness of marketing messages[J].Journal of Advertising,2015,44(3):243-253.
[23]Lehto X Y,Lee G,Ismail J.Measuring congruence of affective images of destinations and their slogans[J].International Journal of Tourism Research,2014,16(3):250-260.
[24]Macinnis D J,Price L L.The role of imagery in information processing:Review and extensions[J].Journal of Consumer Research,1987,13(4):473-491.
[25]Lee W,Gretzel U.Designing persuasive destination websites:A mental imagery processing perspective[J].Tourism Management,2012,33(5):1270-1280.
[26]Walters G,Sparks B,Herington C.The effectiveness of print advertising stimuli in evoking elaborate consumption visions for potential travelers[J].Journal of Travel Research,2007,46(1):24-34.
[27]Paivio A,Yuille J C,Madigan S A.Concreteness,imagery and meaningfulness values for 925 nouns[J].Journal of Experimental Psychology,1968,76(1):1-25.
[28]Yoo J,Kim M.The effects of online product presentation on consumer responses:A mental imagery perspective[J].Journal of Business Research,2014,67(11):2464-2472.
[29]Lien N H,Chen Y L.Narrative ads:The effect of argument strength and story format[J].Journal of Business Research,2013,66(4):516-522.
[30]Beerli A,Martín J D.Tourists.characteristics and the perceived image of tourist destinations:A quantitative analysis-A case study of Lanzarote,Spain[J].Tourism Management,2004,25(5):623-636.
[31]Trauer B.Conceptualizing special interest tourism:Frameworks for analysis[J].Tourism Management,2006,27(2):183-200.
[32]Smith S M,Petty R E.Message framing and persuasion:A message processing analysis[J].Personality vs.Social Psychology Bulletin,1996,22(3):257-268.
[33]Maheswaran D,Meyers-Levy J.The influence of message framing and issue involvement[J].Journal of Marketing Research,1990,27(3):361-367.
[34]Kieras D.Beyond pictures and words:Alternative informationprocessing models for imagery effect in verbal memory[J].Psychological Bulletin,1978,85(3):532-554.
[35]Petrova P K,Cialdini R B.Fluency of consumption imagery and the backfire effects of imagery appeals[J].Journal of Consumer Research,2005,32(3):442-452.
[36]Escalas J E.Self-referencing and persuasion:Narrative transportation versus analytical elaboration[J].Journal of Consumer Research,2007,33(4):421-429.
[37]Bone P F,Ellen P S.The generation and consequences of communication-evoked imagery[J].Journal of Consumer Research,1992,19(1):93-104.
[38]Miller D W,Stoica M.Comparing the effects of a photograph versus artistic renditions of a beach scene in a direct-response print ad for a Caribbean resort island:A mental imagery perspective[J].Journal of Vacation Marketing,2004,10(10):11-21.
[39]Trope Y,Liberman N.Temporal construal[J].Psychological Review,2003,110(3):403-421.
[40]Trope Y,Liberman N.Construal-level theory of psychological distance[J].Psychological Review,2010,117(2):440-463.
[41]White K,Macdonnell R,Dahl D W.It.s the mind-set that matters:The role of construal level and message framing in influencing consumer efficacy and conservation behaviors[J].Journal of Marketing Research,2011,48(5):472-485.
[42]Thompson D V,Hamilton R W.The effects of information processing mode on consumers’responses to comparative advertising[J].Journal of Consumer Research,2006,32(4):530-540.
[43]Hernandez J M D C,Wright S A,Rodrigues F F.Attributes versus benefits:The role of construal levels and appeal type on the persuasiveness of marketing messages[J].Journal of Advertising,2015,44(3):243-253.
[44]Fredrickson B L.The role of positive emotions in positive psychology:The broaden-and-build theory of positive emotions[J].American Psychologist,2001,56(3):218-226.
[45]Labroo A A,Patrick V M.Psychological distancing:Why happiness helps you see the big picture[J].Journal of Consumer Research,2009,35(5):800-809.
[46]Andrews J C,Durvasula S,Akhter S H.A framework for conceptualizing and measuring the involvement construct in advertising research[J].Journal of Advertising,1990,19(4):27-40.
[47]Niu Y,Wang C L.Revised unique selling proposition:Scale development,validation and application[J].Journal of Promotion Management,2016,22(6):874-896.
[48]Orne M T.Demand characteristics and the concept of quasicontrols[J].Artifacts in Behavioral Research:Robert Rosenthal and Ralph L.Rosnow’s Classic Books,2009,110:110-137.
[49]Kim K,Zhang M,Li X.Effects of temporal and social distance on consumer evaluations[J].Journal of Consumer Research,2008,35(4):706-713.
[50]Zhao M,Dahl D W,Hoeffler S.Optimal visualization aids and temporal framing for new products[J].Social Science Electronic Publishing,2014,41(4):1137-1151.
[51]Zhang H,Gursoy D,Xu H.The effects of associative slogans on tourists’attitudes and travel intention:The moderating effects of need for cognition and familiarity[J].Journal of Travel Research,2016,27(2):625-627.
[52]Zhao X,Lynch J G,Chen Q.Reconsidering baron and kenny:Myths and truths about mediation analysis[J].Social Science Electronic Publishing,2010,37(2):197-206.
[2]Niu Yongge,Zeng Wenjun.Tourism website branding levels:China.s 5A-class tourist attractions[J].Tourism Tribune,2013,28(11):84-92.[牛永革,曾文君.旅游网站品牌化现状研究:以中国5A级景区为例[J].旅游学刊,2013,28(11):84-92.]
[3]Niu Yongge,Zhao Ping.A review of the research on brand slogan recall[J].Foreign Economies&Management,2009,31(8):36-45.[牛永革,赵平.品牌主题语回想研究探析[J].外国经济与管理,2009,31(8):36-45.]
[4]Murphy L,Moscardo G,Benckendorff P.Using brand personality to differentiate regional tourism destinations[J].Journal of Travel Research,2007,46(1):5.
[5]Beckman E,Kumar A,Kim Y K.The impact of brand experience on downtown success[J].Journal of Travel Research,2013,52(5):646-658.
[6]Lehto X Y,Gwangjin L,Ismail J.Measuring congruence of affective images of destinations and their slogans[J].International Journal of Tourism Research,2014,16(3):250-260.
[7]Avraham E,Ketter E.Media Strategies for Marketing Places in Crisis:Improving the Image of Cities,Countries and Tourist Destinations[M].Oxford:Butterworth-Heinemann,2007:227-229.
[8]Konecnik M,Gartner W C.Customer-based brand equity for a destination[J].Annals of Tourism Research,2007,34(2):400-421.
[9]Gyehee L,Cai L A,O.Leary J T.WWW.Branding.States.US:An analysis of brand-building elements in the US state tourism websites[J].Tourism Management,2006,27(5):815-828.
[10]Xiao Min,Li Shan,Xu Qiujing,et al.Study on the different destination scales of creative modes of tourism slogans[J].Tourism Tribune,2011,26(3):50-55.[肖敏,李山,徐秋静,等.旅游口号创意模式的尺度差异研究[J].旅游学刊,2011,26(3):50-55.]
[11]Li Shan,Wang Zheng.Tourism image and tourism slogan based on destination branding[J].Human Geography,2006,21(2):5-11.[李山,王铮.旅游地品牌化中的旅游形象与旅游口号[J].人文地理,2006,21(2):5-11.]
[12]Hosany S,Prayag G,Deesilatham S,et al.Measuring tourists.emotional experiences:Further validation of the destination emotion scale[J].Journal of Travel Research,2014,54(4):482-495.
[13]Lehto X Y,Gwangjin L,Ismail J.Measuring congruence of affective images of destinations and their slogans[J].International Journal of Tourism Research,2014,16(3):250-260.
[14]GalíN,CamprubíR,Donaire J A.Analysing tourism slogans in top tourism destinations[J].Journal of Destination Marketing vs.Management,2017,6(3):243-251.
[15]Basoglu K A,Yoo J E.Soon or later?The effect of temporal distance on travel decisions[J].Journal of Travel vs.Tourism Marketing,2015,32(sup1):62-75.
[16]Qu Ying,Li Tianyuan.On the evaluation of theme slogans based on the process of brand management in tourism destinations:Taking China.s excellent tourism cities as an example[J].Tourism Tribune,2008,23(1):30-35.[曲颖,李天元.基于旅游目的地品牌管理过程的定位主题口号评价——以我国优秀旅游城市为例[J].旅游学刊,2008,23(1):30-35.]
[17]Li Tianyuan,Qu Ying.A research on the issues of the design of theme slogan for tourism destination positioning:An analysis from the perspective of brand element[J].Human Geography,2010,(3):114-119.[李天元,曲颖.旅游目的地定位主题口号设计若干基本问题的探讨——基于品牌要素视角的分析[J].人文地理,2010,(3):114-119.]
[18]Li Yanqin,Wu Bihu.A study on the mechanism and creating models of tourism advertising theme[J].Tourism Tribune,2004,19(1):82-86.[李燕琴,吴必虎.旅游形象口号的作用机理与创意模式初探[J].旅游学刊,2004,19(1):82-86.]
[19]Ma Qiufang,Sun Gennian,Zhanghong.A comparative study on the expression of provincial tourism destination brand symbols based on web[J].Tourism Tribune,2011,26(3):43-49.[马秋芳,孙根年,张宏.基于Web的省域旅游地品牌符号表征比较研究[J].旅游学刊,2011,26(3):43-49.]
[20]Rossiter J R.Advertising Communication&Promotion Management[M].Beijing:Renmin University of China Press,2004:179-183.[罗西特.广告沟通与促销管理[M].北京:中国人民大学出版社,2004:179-183.]
[21]Liebermann Y,Flint-Goor A.Message strategy by product-class type:A matching model[J].International Journal of Research in Marketing,1996,13(3):237-249.
[22]Hernandez J M D C,Wright S A,Rodrigues F F.Attributes versus benefits:The role of construal levels and appeal type on the persuasiveness of marketing messages[J].Journal of Advertising,2015,44(3):243-253.
[23]Lehto X Y,Lee G,Ismail J.Measuring congruence of affective images of destinations and their slogans[J].International Journal of Tourism Research,2014,16(3):250-260.
[24]Macinnis D J,Price L L.The role of imagery in information processing:Review and extensions[J].Journal of Consumer Research,1987,13(4):473-491.
[25]Lee W,Gretzel U.Designing persuasive destination websites:A mental imagery processing perspective[J].Tourism Management,2012,33(5):1270-1280.
[26]Walters G,Sparks B,Herington C.The effectiveness of print advertising stimuli in evoking elaborate consumption visions for potential travelers[J].Journal of Travel Research,2007,46(1):24-34.
[27]Paivio A,Yuille J C,Madigan S A.Concreteness,imagery and meaningfulness values for 925 nouns[J].Journal of Experimental Psychology,1968,76(1):1-25.
[28]Yoo J,Kim M.The effects of online product presentation on consumer responses:A mental imagery perspective[J].Journal of Business Research,2014,67(11):2464-2472.
[29]Lien N H,Chen Y L.Narrative ads:The effect of argument strength and story format[J].Journal of Business Research,2013,66(4):516-522.
[30]Beerli A,Martín J D.Tourists.characteristics and the perceived image of tourist destinations:A quantitative analysis-A case study of Lanzarote,Spain[J].Tourism Management,2004,25(5):623-636.
[31]Trauer B.Conceptualizing special interest tourism:Frameworks for analysis[J].Tourism Management,2006,27(2):183-200.
[32]Smith S M,Petty R E.Message framing and persuasion:A message processing analysis[J].Personality vs.Social Psychology Bulletin,1996,22(3):257-268.
[33]Maheswaran D,Meyers-Levy J.The influence of message framing and issue involvement[J].Journal of Marketing Research,1990,27(3):361-367.
[34]Kieras D.Beyond pictures and words:Alternative informationprocessing models for imagery effect in verbal memory[J].Psychological Bulletin,1978,85(3):532-554.
[35]Petrova P K,Cialdini R B.Fluency of consumption imagery and the backfire effects of imagery appeals[J].Journal of Consumer Research,2005,32(3):442-452.
[36]Escalas J E.Self-referencing and persuasion:Narrative transportation versus analytical elaboration[J].Journal of Consumer Research,2007,33(4):421-429.
[37]Bone P F,Ellen P S.The generation and consequences of communication-evoked imagery[J].Journal of Consumer Research,1992,19(1):93-104.
[38]Miller D W,Stoica M.Comparing the effects of a photograph versus artistic renditions of a beach scene in a direct-response print ad for a Caribbean resort island:A mental imagery perspective[J].Journal of Vacation Marketing,2004,10(10):11-21.
[39]Trope Y,Liberman N.Temporal construal[J].Psychological Review,2003,110(3):403-421.
[40]Trope Y,Liberman N.Construal-level theory of psychological distance[J].Psychological Review,2010,117(2):440-463.
[41]White K,Macdonnell R,Dahl D W.It.s the mind-set that matters:The role of construal level and message framing in influencing consumer efficacy and conservation behaviors[J].Journal of Marketing Research,2011,48(5):472-485.
[42]Thompson D V,Hamilton R W.The effects of information processing mode on consumers’responses to comparative advertising[J].Journal of Consumer Research,2006,32(4):530-540.
[43]Hernandez J M D C,Wright S A,Rodrigues F F.Attributes versus benefits:The role of construal levels and appeal type on the persuasiveness of marketing messages[J].Journal of Advertising,2015,44(3):243-253.
[44]Fredrickson B L.The role of positive emotions in positive psychology:The broaden-and-build theory of positive emotions[J].American Psychologist,2001,56(3):218-226.
[45]Labroo A A,Patrick V M.Psychological distancing:Why happiness helps you see the big picture[J].Journal of Consumer Research,2009,35(5):800-809.
[46]Andrews J C,Durvasula S,Akhter S H.A framework for conceptualizing and measuring the involvement construct in advertising research[J].Journal of Advertising,1990,19(4):27-40.
[47]Niu Y,Wang C L.Revised unique selling proposition:Scale development,validation and application[J].Journal of Promotion Management,2016,22(6):874-896.
[48]Orne M T.Demand characteristics and the concept of quasicontrols[J].Artifacts in Behavioral Research:Robert Rosenthal and Ralph L.Rosnow’s Classic Books,2009,110:110-137.
[49]Kim K,Zhang M,Li X.Effects of temporal and social distance on consumer evaluations[J].Journal of Consumer Research,2008,35(4):706-713.
[50]Zhao M,Dahl D W,Hoeffler S.Optimal visualization aids and temporal framing for new products[J].Social Science Electronic Publishing,2014,41(4):1137-1151.
[51]Zhang H,Gursoy D,Xu H.The effects of associative slogans on tourists’attitudes and travel intention:The moderating effects of need for cognition and familiarity[J].Journal of Travel Research,2016,27(2):625-627.
[52]Zhao X,Lynch J G,Chen Q.Reconsidering baron and kenny:Myths and truths about mediation analysis[J].Social Science Electronic Publishing,2010,37(2):197-206.