广告中的情感诉求对中美消费者影响的比较研究
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摘要
广告策划过程中需要解决的关键问题之一就是广告应该说什么,即广告的诉求问题。根据作用机制不同,广告诉求可分为理性诉求和情感诉求。理性诉求指广告中使用关于产品本身功能特点,与同类产品相比较的优势以及使用经验等方面的信息来影响受众的态度、购买意向或行为。情感诉求则通过激发广告受众的某种情绪情感体验或联想来帮助受众建立对广告和品牌的好感,进而实现广告的说服目的。广告中常用的情感诉求包括幽默诉求、内疚诉求、恐惧诉求、怀旧诉求、同理心诉求等。实证研究显示,影响情感诉求广告说服效果的因素包括情感诉求本身的特点,如情感诉求强度和情感诉求的性质,受众特点,产品特点以及情感诉求与受众和产品之间的匹配。
本研究首先比较了有情感诉求广告与无情感诉求广告对受众的不同说服效果。然后从文化社会心理学的角度,考察情感诉求的说服效果在不同文化的广告受众之间的差异,即考察当受众分别属于不同的文化意义体系时,受众的社会心理差异是否会影响情感诉求的说服效果。另外,产品特点也是影响情感诉求说服效果的重要因素之一,本研究的考察对象为0-6岁儿童使用的产品。6岁以下低龄儿童使用的产品通常为角色分离产品,即产品的购买者和使用者为不同的主体,因此本文在角色分离的儿童产品和母亲自用品之间进行了比较研究,考察了情感诉求使用在两种不同的产品广告中,作用于不同文化的受众,即产品和受众交叉匹配时情感诉求的不同说服效果。
本研究涉及跨文化广告传播学、广告学、广告心理学、文化社会心理学和消费心理学等多个学科领域,因此首先对各领域的相关文献进行综述。传统的跨文化广告传播研究主要集中在对文化现象差异的关注上,如语言、宗教、习俗、禁忌等方面的跨文化差异(叶敏和王华莹,2005)。广告和广告说服效果在不同文化的受众之间的比较研究受到的关注处于上升趋势。比较研究主要关注处于不同文化意义体系的受众对某种广告媒介的态度(Guo et al,2012)某种广告说服技巧的态度(Choi&Miracle,2004)以及某种广告诉求(Terlutter&Diehl,2010; Aaker&Williams,1998)的态度,以及因广告产生的购买意向之间的差异。广告和广告心理学的研究主要集中在广告受众对象、广告诉求、广告创意和广告媒介几个重要的研究问题上。消费者行为的研究则为优化广告策略提供了更多的实证依据。接下来本文简要地阐释了情感诉求的心理学理论依据和跨文化研究的文化社会心理学依据。
本文的研究内容和研究目的,即以上所述的比较研究,通过两个实验得以实现。实验的被试为孩子在0-6岁之间的中国母亲和美国母亲。同时也相应地选取对母亲受众较为有效的三种情感诉求,即内疚诉求、恐惧诉求和同理心诉求,作为研究对象。实验1在有情感诉求的广告和无情感诉求的广告之间进行比较,即使用两种类型不同的广告作用于两国被试,结果表明,不论是对于中国母亲被试还是美国母亲被试,有情感诉求的广告都会产生更好的说服效果。实验2考察在两种产品和两国受众交叉匹配时,情感诉求的说服效果,即情感诉求分别使用于儿童产品广告和母亲自用品广告中,分别作用于中国母亲被试和美国母亲被试,情感诉求的说服效果差异。实验2有如下发现：第一,同美国母亲被试相比,内疚诉求和同理心诉求对中国母亲被试的购买意向影响更为显著,而恐惧诉求对两国母亲被试的购买意向影响没有显著差异。第二,对于中国母亲被试,三种情感诉求用于儿童产品广告比用于母亲自用品广告的说服效果要好。对于美国母亲被试,恐惧诉求和同理心诉求用于两种产品广告所产生的说服效果没有显著差异,而内疚诉求用于母亲自用品广告对被试的购买意向有更显著的影响。
本研究的创新之处和价值体现在以下几个方面：
1.儿童广告研究通常将儿童作为广告受众对象进行考察,本研究选用低龄儿童产品,将母亲作为儿童产品广告的受众进行考察,母亲购买儿童产品用于满足孩子的需求,广告是否能够通过适当诉求满足母亲购买者的需求则成为影响其购买决策的重要因素,实验1的发现证明了这一推理,情感诉求广告同无情感诉求广告相比对于两国母亲被试都产生了更好的说服效果。本研究关于情感诉求用于角色分离产品的广告效果探讨和结论为角色分离产品的深入研究提供了重要的经验和实证依据。
2.传统的广告跨文化研究通常关注广告中语言和符号的使用和解读,以及目标受众的文化习俗和文化禁忌,对情感诉求的跨文化研究可得文献较为有限。本研究从文化社会心理学的角度考察情感诉求对于不同文化被试的说服效果差异,并发现社会心理差异是影响情感诉求说服效果的重要因素,研究结论可以作为情感诉求跨文化研究的重要实证依据。
3.情感诉求的广告效果研究通常关注情感诉求与产品,情感诉求与受众之间的匹配,本研究将产品和受众同时作为影响因子考察情感诉求的说服效果,为情感诉求说服效果的多因子研究提供了重要的方法借鉴和经验。
本研究的结论对于企业,特别是儿童产品行业的企业,更优化地制定广告策略也有一定的实践借鉴意义。
One of the critical decisions to make when designing an advertisement is what information should be included in the advertisement, i.e. advertising appeals. Advertising appeals, based on their psychological mechanism, are distinguished into rational appeals and emotional appeals. Both are attempts at persuasion, with the former providing information about product performance and features, advantages over competing brands and user experience and the latter stimulating emotional reactions and associations. Popular advertising emotional appeals include humor, guilt, fear, nostalgia and empathy. Empirical studies reveal that effects of emotional appeals vary with the appeal strength and type, products and audiences.
This research first compares the persuasion effects of emotional appeals and non-emotional appeals. Then it compares effects of emotional appeals when they work on members of two different cultures: Chinese and American and examines how persuasion effects are influenced by socio-psychological differences. Effects of emotional appeals are also affected by product features. This research, therefore, incorporates product as an important variable. It focuses on products for children under six. For products used by very young children, product users are children, whereas the buyers are usually their parents. The research takes a further step by comparing effects of emotional appeals on mothers of two different cultures when appeals are used respectively in children products and women products.
Literature is firstly reviewed to show the status quo of researches in related fields. Cross-cultural advertising studies have focused on the differences in conventions, languages, religions and taboos and increasing research attention now is given to cross-cultural advertising effects studies. Studies that compare attitudes and responses towards advertising (Guo et al,2012), towards advertising tactics (Choi&Miracle,2004), towards advertising appeals (Terlutter&Diehl,2010; Aaker&Williams,1998) provide important empirical experience to this research. Important theories about emotional appeals and cross-cultural socio-psychological studies are then briefly summarized.
The comparative studies of this research are realized through two tests. Test participants are Chinese and American mothers of children under six. Correspondingly, three emotional appeals, guilt, fear and empathy are focused upon. Test1compares the effects of emotional appeals and non-emotional appeals and discovers that working on mothers of both cultures, emotional appeals, compared with non-emotional appeals, exhibit stronger persuasion effects. Test2have emotional appeals used respectively in children product advertising and women product advertising and compare the effects on mothers of two different cultures. Test2has two discoveries. First, guilt and empathy appeals have stronger persuasion effects on Chinese mothers, compared with American mothers. Effects of fear appeals on mothers of two cultures do not exhibit significant difference. Second, emotional appeals used in children product advertising, compared with ones used in women product advertising, stimulate stronger purchase intentions in Chinese mothers. In contrast, emotional appeals used in two types of product advertising working on American mothers do not exhibit significant difference in persuasion effect, except that guilt appeals, when used in women products, compared with ones used in children products, work better with American mothers.
Values of the research are observed in the following aspects:
1. Studies of children product advertising usually assume children to be the receivers of advertising and focus on how persuasion effects may vary with age or advertising tactics. Young children's cognition of advertising intention is rather limited. This research focuses on products for children under six, of which users and buyers are in most cases separated. Mothers purchase children products to satisfy the needs of their children. If advertising is able to satisfy mothers'emotional needs, it presumably may stimulate stronger purchase intention. This hypothesis is proved by test1results, i.e. emotional appeals, compared with non-emotional appeals, work better with mothers. The efforts and discoveries of this research provide valuable experience for further studies on products, of which consumption roles are separated.
2. Cross-cultural advertising studies have focused on effects of advertising, advertising appeals or advertising tactics cross cultures, cross-cultural studies of emotional appeals are limited. Further studies in this field may turn to this research for experience and empirical evidence.
3. Emotional appeals studies usually examine how persuasion effects are affected by product or receiver. This research assumes both as variables and examines the matching between emotional appeals, products and receivers. This provides valuable methodology experience for multi-factor studies of emotional appeals.
The research results have important practical implications for the advertising industry as well, e.g. when mothers are the buyers of children products, employment of emotional appeals may stimulate stronger purchase intention.
本研究首先比较了有情感诉求广告与无情感诉求广告对受众的不同说服效果。然后从文化社会心理学的角度,考察情感诉求的说服效果在不同文化的广告受众之间的差异,即考察当受众分别属于不同的文化意义体系时,受众的社会心理差异是否会影响情感诉求的说服效果。另外,产品特点也是影响情感诉求说服效果的重要因素之一,本研究的考察对象为0-6岁儿童使用的产品。6岁以下低龄儿童使用的产品通常为角色分离产品,即产品的购买者和使用者为不同的主体,因此本文在角色分离的儿童产品和母亲自用品之间进行了比较研究,考察了情感诉求使用在两种不同的产品广告中,作用于不同文化的受众,即产品和受众交叉匹配时情感诉求的不同说服效果。
本研究涉及跨文化广告传播学、广告学、广告心理学、文化社会心理学和消费心理学等多个学科领域,因此首先对各领域的相关文献进行综述。传统的跨文化广告传播研究主要集中在对文化现象差异的关注上,如语言、宗教、习俗、禁忌等方面的跨文化差异(叶敏和王华莹,2005)。广告和广告说服效果在不同文化的受众之间的比较研究受到的关注处于上升趋势。比较研究主要关注处于不同文化意义体系的受众对某种广告媒介的态度(Guo et al,2012)某种广告说服技巧的态度(Choi&Miracle,2004)以及某种广告诉求(Terlutter&Diehl,2010; Aaker&Williams,1998)的态度,以及因广告产生的购买意向之间的差异。广告和广告心理学的研究主要集中在广告受众对象、广告诉求、广告创意和广告媒介几个重要的研究问题上。消费者行为的研究则为优化广告策略提供了更多的实证依据。接下来本文简要地阐释了情感诉求的心理学理论依据和跨文化研究的文化社会心理学依据。
本文的研究内容和研究目的,即以上所述的比较研究,通过两个实验得以实现。实验的被试为孩子在0-6岁之间的中国母亲和美国母亲。同时也相应地选取对母亲受众较为有效的三种情感诉求,即内疚诉求、恐惧诉求和同理心诉求,作为研究对象。实验1在有情感诉求的广告和无情感诉求的广告之间进行比较,即使用两种类型不同的广告作用于两国被试,结果表明,不论是对于中国母亲被试还是美国母亲被试,有情感诉求的广告都会产生更好的说服效果。实验2考察在两种产品和两国受众交叉匹配时,情感诉求的说服效果,即情感诉求分别使用于儿童产品广告和母亲自用品广告中,分别作用于中国母亲被试和美国母亲被试,情感诉求的说服效果差异。实验2有如下发现：第一,同美国母亲被试相比,内疚诉求和同理心诉求对中国母亲被试的购买意向影响更为显著,而恐惧诉求对两国母亲被试的购买意向影响没有显著差异。第二,对于中国母亲被试,三种情感诉求用于儿童产品广告比用于母亲自用品广告的说服效果要好。对于美国母亲被试,恐惧诉求和同理心诉求用于两种产品广告所产生的说服效果没有显著差异,而内疚诉求用于母亲自用品广告对被试的购买意向有更显著的影响。
本研究的创新之处和价值体现在以下几个方面：
1.儿童广告研究通常将儿童作为广告受众对象进行考察,本研究选用低龄儿童产品,将母亲作为儿童产品广告的受众进行考察,母亲购买儿童产品用于满足孩子的需求,广告是否能够通过适当诉求满足母亲购买者的需求则成为影响其购买决策的重要因素,实验1的发现证明了这一推理,情感诉求广告同无情感诉求广告相比对于两国母亲被试都产生了更好的说服效果。本研究关于情感诉求用于角色分离产品的广告效果探讨和结论为角色分离产品的深入研究提供了重要的经验和实证依据。
2.传统的广告跨文化研究通常关注广告中语言和符号的使用和解读,以及目标受众的文化习俗和文化禁忌,对情感诉求的跨文化研究可得文献较为有限。本研究从文化社会心理学的角度考察情感诉求对于不同文化被试的说服效果差异,并发现社会心理差异是影响情感诉求说服效果的重要因素,研究结论可以作为情感诉求跨文化研究的重要实证依据。
3.情感诉求的广告效果研究通常关注情感诉求与产品,情感诉求与受众之间的匹配,本研究将产品和受众同时作为影响因子考察情感诉求的说服效果,为情感诉求说服效果的多因子研究提供了重要的方法借鉴和经验。
本研究的结论对于企业,特别是儿童产品行业的企业,更优化地制定广告策略也有一定的实践借鉴意义。
One of the critical decisions to make when designing an advertisement is what information should be included in the advertisement, i.e. advertising appeals. Advertising appeals, based on their psychological mechanism, are distinguished into rational appeals and emotional appeals. Both are attempts at persuasion, with the former providing information about product performance and features, advantages over competing brands and user experience and the latter stimulating emotional reactions and associations. Popular advertising emotional appeals include humor, guilt, fear, nostalgia and empathy. Empirical studies reveal that effects of emotional appeals vary with the appeal strength and type, products and audiences.
This research first compares the persuasion effects of emotional appeals and non-emotional appeals. Then it compares effects of emotional appeals when they work on members of two different cultures: Chinese and American and examines how persuasion effects are influenced by socio-psychological differences. Effects of emotional appeals are also affected by product features. This research, therefore, incorporates product as an important variable. It focuses on products for children under six. For products used by very young children, product users are children, whereas the buyers are usually their parents. The research takes a further step by comparing effects of emotional appeals on mothers of two different cultures when appeals are used respectively in children products and women products.
Literature is firstly reviewed to show the status quo of researches in related fields. Cross-cultural advertising studies have focused on the differences in conventions, languages, religions and taboos and increasing research attention now is given to cross-cultural advertising effects studies. Studies that compare attitudes and responses towards advertising (Guo et al,2012), towards advertising tactics (Choi&Miracle,2004), towards advertising appeals (Terlutter&Diehl,2010; Aaker&Williams,1998) provide important empirical experience to this research. Important theories about emotional appeals and cross-cultural socio-psychological studies are then briefly summarized.
The comparative studies of this research are realized through two tests. Test participants are Chinese and American mothers of children under six. Correspondingly, three emotional appeals, guilt, fear and empathy are focused upon. Test1compares the effects of emotional appeals and non-emotional appeals and discovers that working on mothers of both cultures, emotional appeals, compared with non-emotional appeals, exhibit stronger persuasion effects. Test2have emotional appeals used respectively in children product advertising and women product advertising and compare the effects on mothers of two different cultures. Test2has two discoveries. First, guilt and empathy appeals have stronger persuasion effects on Chinese mothers, compared with American mothers. Effects of fear appeals on mothers of two cultures do not exhibit significant difference. Second, emotional appeals used in children product advertising, compared with ones used in women product advertising, stimulate stronger purchase intentions in Chinese mothers. In contrast, emotional appeals used in two types of product advertising working on American mothers do not exhibit significant difference in persuasion effect, except that guilt appeals, when used in women products, compared with ones used in children products, work better with American mothers.
Values of the research are observed in the following aspects:
1. Studies of children product advertising usually assume children to be the receivers of advertising and focus on how persuasion effects may vary with age or advertising tactics. Young children's cognition of advertising intention is rather limited. This research focuses on products for children under six, of which users and buyers are in most cases separated. Mothers purchase children products to satisfy the needs of their children. If advertising is able to satisfy mothers'emotional needs, it presumably may stimulate stronger purchase intention. This hypothesis is proved by test1results, i.e. emotional appeals, compared with non-emotional appeals, work better with mothers. The efforts and discoveries of this research provide valuable experience for further studies on products, of which consumption roles are separated.
2. Cross-cultural advertising studies have focused on effects of advertising, advertising appeals or advertising tactics cross cultures, cross-cultural studies of emotional appeals are limited. Further studies in this field may turn to this research for experience and empirical evidence.
3. Emotional appeals studies usually examine how persuasion effects are affected by product or receiver. This research assumes both as variables and examines the matching between emotional appeals, products and receivers. This provides valuable methodology experience for multi-factor studies of emotional appeals.
The research results have important practical implications for the advertising industry as well, e.g. when mothers are the buyers of children products, employment of emotional appeals may stimulate stronger purchase intention.
引文
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