当代财经 ›› 2024, Vol. 0 ›› Issue (5): 86-100.

• 企业管理 • 上一篇    下一篇

幽默广告与消费者矛盾态度

李雪欣1, 连怡臻1, 李琳2   

  1. 1.辽宁大学 商学院,辽宁 沈阳 110136;
    2.西安建筑科技大学 管理学院,陕西 西安 710055
  • 收稿日期:2023-07-04 出版日期:2024-05-15 发布日期:2024-05-22
  • 通讯作者: 连怡臻,辽宁大学博士研究生,主要从事企业管理、消费者行为研究,联系方式lianhenan@foxmail.com。
  • 作者简介:李雪欣,辽宁大学教授,博士生导师,博士,主要从事企业管理、消费者行为研究;李琳,西安建筑科技大学副教授,硕士,主要从事企业管理研究。
  • 基金资助:
    教育部社会科学规划基金项目“新公共管理视角下我国基层社会治理模式创新研究”(23YTA630030); 教育部产学合作协同育人项目“基于创新型人才培养模式的市场营销专业教学改革研究与实践”(20202079016); 辽宁大学亚洲研究中心项目“中国品牌评价与品牌全球化策略——基于日韩消费者的调查”(Y202105)

Humor Advertisement and Consumer Ambivalent Attitude

LI Xue-xin1, LIAN Yi-zhen1, LI Lin2   

  1. 1. Liaoning University, Shenyang 110136;
    2. Xi'an University of Architecture and Technology, Xi'an 710055, China
  • Received:2023-07-04 Online:2024-05-15 Published:2024-05-22

摘要: 幽默广告是常见的广告类型,在改变消费者产品态度和促进广告产业发展方面发挥着重要作用。基于刺激-有机体-反应理论和精细加工可能性模型,依次通过三个实验探究幽默广告对消费者主客观矛盾态度影响的效应、机制和边界条件。结果表明,第一,相比于非幽默广告,幽默广告能够显著地负向影响消费者的主观和客观矛盾态度。第二,幽默广告对消费者主观和客观矛盾态度影响的机制存在差异,主要通过边缘路径的积极情绪缓解主观矛盾态度,通过认知路径的感知广告可信度和边缘路径的积极情绪同时对客观矛盾态度产生负向影响。第三,可行性广告和可取性广告诉求分别通过增强“分心效应”和发挥“吸血鬼效应”,显著地调节幽默广告对消费者主观和客观矛盾态度的影响。基于上述研究结论,企业可以利用幽默广告提升消费者对广告内容的信赖程度、对产品的正面认识和观看广告时的积极情绪,通过改变幽默广告的表达方式,有针对性地实现对消费者矛盾态度的差异化影响。

关键词: 幽默广告, 矛盾态度, 感知广告可信度, 消费者情绪, 广告诉求

Abstract: Humor advertisement is a common type of advertisements, which is playing an important role in improving consumer product attitudes and promoting the development of the advertising industry. Based on the SOR theory and the elaboration likelihood model, this paper explores the impact, mechanism, and boundary conditions of humor advertisement on consumer subjective and objective ambivalent attitudes with three experiments. The results indicate that, firstly, compared to non-humor advertisement, humor advertisement could significantly exert negative impact on consumers' subjective and objective ambivalent attitudes. Secondly, there are differences in the mechanism of the impact of humor advertisement on consumers' subjective and objective ambivalent attitudes, which could alleviate the subjective ambivalent attitudes from the positive emotion through the peripheral paths, while produce a negative impact on the objective ambivalent attitudes both from the perceived AD credibility through the cognitive path and from the positive emotion through the peripheral path. Thirdly, by enhancing the“distraction effect”and by leveraging the“vampire effect”, the feasibility AD appeals and the desirability AD appeals could respectively moderate the impact of humor advertisement on consumers' subjective and objective ambivalent attitudes significantly. Based on the above research findings, it is suggested that enterprises can use humor advertisements to affect consumers by enhancing their trust in the advertising content, their positive cognitive understanding of the product, and their positive emotions when watching the advertisements. And by changing the means of expression of humor advertisements, enterprises can also achieve the targeted exertion of differentiated effects on the ambivalent attitudes of consumers.

Key words: humor advertisement, ambivalent attitude, perceived AD credibility, consumer emotion, AD appeal

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