限时广告促销语的反抗效应 ——消费者产品知识的调节作用  

Reactance Effect of the Time-limited Advertising Slogan-the Moderating Role of Consumer Product Knowledge

作　　者：姚琦 万秋艳 崔常琪 符国群[4] Yao Qi;Wan Qiuyan;Cui Changqi;Fu Guoqun(School of Economy and Management,Chongqing Jiaotong University,Chongqing 400074;Foreign Trade&Business College of Chongqing Normal University,Chongqing 401520;School of Economics and Administrations,Chongqing University,Chongqing 400030;Guanghua School of Management,Peking University,Beijing,100871)

机构地区：[1]重庆交通大学经济与管理学院,重庆400074 [2]重庆师范大学涉外商贸学院,重庆401520 [3]重庆大学经济与工商管理学院,重庆400030 [4]北京大学光华管理学院,北京100871

出　　处：《珞珈管理评论》2020年第1期104-118,共15页Luojia Management Review

基　　金：国家自然科学基金重点项目:家庭购买决策过程与机制研究:基于“匹配”和“社会比较”的视角(项目批准号:71632001);国家自然科学基金面上项目“权力感对消费者决策方式及产品选择的影响机制研究:情感-认知系统响应视角”(项目批准号:71772021);教育部人文社会科学规划项目“权力感对消费者产品选择的影响机制研究-决策方式差异视角”(项目批准号:17YJA630122);重庆市科技项目“权力感对消费者决策方式偏好的影响机制研究”(项目批准号:cstc2016jcyjA0173)。

摘　　要：基于心理抗拒理论,文章探讨了产品类型(耐用品vs.非耐用品)和广告促销语类型(限时vs.非限时)的交互作用对消费者广告喜爱度和产品满意度的影响.通过三个实验研究发现,耐用品使用限时广告促销语会降低消费者的广告喜爱度和产品满意度,心理抗拒感中介了这一效应的发生,而非耐用品是否使用限时广告促销语对消费者的广告喜爱度和产品满意度均不产生显著影响.消费者产品知识(高水平vs.低水平)会对耐用品使用限时广告的反抗效应起到调节作用,当消费者产品知识水平低时,耐用品使用限时广告促销语会降低消费者的广告喜爱度和产品满意度,当消费者产品知识水平高时,无论广告促销语是否限时,对产品满意度和广告喜爱度的影响并无显著差异.Based on psychological reactance theory,this study investigates the effects of the interaction of two kinds of different advertising(time-limited advertising vs.unlimited advertising)and product types(durable products vs.non-durable products)on consumers'advertising preference and product satisfaction.Through three experiments,the study reveals that,if durable product uses time-limited advertising,consumers will have lower advertising preference and product satisfaction.Psychological reactance mediates this effect.However,whether non-durable product uses time-limited advertising do not have a significant influence on the consumer's advertising affection and product satisfaction.The study also finds that consumer product knowledge(high level vs.low level)moderates the reactance effect on durable products.Compared with consumers with high level of product knowledge,consumers with low level of product knowledge are easily affected by advertising,especially time-limited advertising for durable product.

关 键 词：广告促销语类型 产品类型 心理抗拒理论 消费者产品知识 

分 类 号：F713.5[经济管理—市场营销]