变异成语对消费者广告态度和企业感知的影响  

The Influence of Idiom Modifications in Advertising on Consumers' Attitude towards Advertising and Perception of Firm

作　　者：李研[1] 李东进[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《管理评论》2013年第8期132-141,共10页Management Review

基　　金：国家自然科学基金项目(71072101);教育部人文社会科学青年基金项目(12YJC630239)

摘　　要：变异成语广告是很多企业吸引消费者注意的营销策略,然而实践上人们对变异成语广告的应用向来褒贬不一。实证研究结果显示,变异成语在广告中的呈现既包含积极影响又包含消极影响。它一方面通过增加广告的趣味性提高消费者对企业的感知创新,另一方面又通过降低广告的严谨性降低了消费者对企业的感知信任。此外,调节聚焦状态与变异成语呈现的交互作用会影响消费者的广告态度。当消费者处于趋利聚焦时,消费者对变异成语广告比没有变异成语的相似广告会持有更积极的态度;而当消费者处于弊害聚焦时,变异成语的出现反而消极影响了消费者对广告的态度。Idiom modification is a marketing tactic of attracting consumers＇ attention. People usually have different ideas about the application of idiom modification in practice. Based on empirical studies, we find both positive and negative influences of idiom modification in advertising. On the one hand, idiom modification can improve interestingness of advertising to increase consumers＇ perceived firm innovativeness. On the other hand, it harms the preciseness of advertising to decrease consumers＇ perceived firm trustworthiness. Moreover, the interaction of regulatory focus and existence of idiom modification would influence consumers＇ attitude towards advertising. When consumers are promotion-focused, they would have more positive attitude towards advertising with idiom modification than without it. When consumers are prevention-focused, the existence of idiom modification would influence consumers＇ attitude towards advertising negatively.

关 键 词：变异成语 感知创新 感知信任 广告态度 

分 类 号：H152[语言文字—汉语] F713.8[经济管理—广告]