广告语中情感诉求表达对购买行为的影响  

Influence of Emotional expressions in Advertising Language on Purchase Behaviors

作　　者：蔺晓露 孙娜娜 胡瑜[1] LIN Xiaolu;SUN Nana;HU Yu(Institute of Psychology and Behavior,Wenzhou University,Wenzhou 325000,China;Department of Education,Lv Liang College,Lv Liang 033000,China)

机构地区：[1]温州大学心理与行为研究所,浙江温州325000 [2]吕梁学院教育系,山西吕梁033000

出　　处：《连云港职业技术学院学报》2018年第4期18-21,共4页Journal of Lianyungang Technical College

摘　　要：为了探究广告语中有无情感表达是否对购买行为产生影响而设计了3个实验。实验1采用单因素完全随机实验设计,以情感表达为自变量探讨对被试购买行为的影响;实验2采用两个因素完全随机的实验设计,根据实验1研究结果在实验2中插入价格作为自变量,探讨情感表达及价格对于被试购买行为的影响;实验3采用单因素完全随机实验设计,情感表达为自变量,对于被试选择意愿的影响。综合实验结果表明,广告语中的情感表达会影响个体的购买行为,价格不会影响个体对于情感广告产品的购买,最后个体对于情感广告类型的态度没有显著差异。In order to explore whether the emotional expressiones in the advertising language have impacts on purchasing behaviors,three experiments are designed.In experiment 1,the influence of emotional expressions as the independent variable on the purchase behaviors of the subjects was investigated by using a single factor complete random experimental design.Experiment 2 was designed with two factors completely random.According to the results of experiment 1,the price was inserted as an independent variable in experiment 2 to explore the effect of emotional expressions and the price on the purchasing behaviors of the subjects.In experiment 3,the complete random design with a single factor was used,and the expression of emotion was an independent variable,which had an effect on the will of the subjects to choose.The comprehensive experimental results show that the emotional expressions in advertising language will affect the purchase behaviors of individuals,the price will not affect the purchase of emotional advertising products,and there is no significant difference in the attitude of individuals towards emotional advertising.

关 键 词：广告语 情感广告 购买行为 情感诉求 

分 类 号：F311[经济管理—产业经济]