传统媒体上强势品牌广告竞争溢出效应的作用机制及分布规律  

The mechanism and distribution trend of spillover effect of strong brand for advertising competition in traditional media

作　　者：晋向东 范秀成[1] 朱华伟[3] 袁靖波 JIN Xiangdong;FAN Xiucheng;ZHU Huawei;YUAN Jingbo(School of Management,FuDan University,Shanghai 200433,China;Institute for Advanced Studies in Humanities and Social Sciences,Central China Normal University,Wuhan 430079,China;Economics and Management School,Wuhan University,Wuhan 430072,China;College of Management,Shenzhen University,Shenzhen 518060,China)

机构地区：[1]复旦大学管理学院,上海200433 [2]华中师范大学人文社会科学高等研究院,武汉430079 [3]武汉大学经济与管理学院,武汉430072 [4]深圳大学管理学院,深圳518060

出　　处：《心理科学进展》2020年第12期1989-1999,共11页Advances in Psychological Science

基　　金：国家自然科学基金项目(71972082,71832002,71872138);中国博士后科学基金项目(2019M651405)。

摘　　要：由于产品之间存在相互关联性,一个企业的广告不仅会对本企业产品的市场需求产生促进作用,而且对其它企业产品的市场需求也会产生一定影响,这种影响被称为广告的溢出效应。以往研究发现,强势品牌广告竞争对弱势品牌具有溢出效应,但该研究仅验证了溢出效应存在,并未对其作用机制进行深入挖掘。通过实验方法探讨强势品牌广告竞争对弱势品牌的溢出效应的作用机制及边界条件是当务之急,实验一探讨强势品牌广告竞争对弱势品牌溢出效应的作用机制,主要包括探讨中介变量和调节变量两个方面的问题。中介变量包括消费者对强势品牌的涉入度、感知产品质量、行业市场份额变化三个变量,调节变量包括消费者广告态度、消费者任务导向、产品生命周期、产品同质性四个变量。实验二探讨强势品牌广告竞争对弱势品牌的溢出效应的整体分布规律,包括产品成长期和成熟期两个时期的溢出效应分布规律。研究将揭示强势品牌广告竞争的作用机制和整体分布规律,有利于丰富溢出效应理论和广告效果理论。The advertisement of an enterprise not only promotes its own market demands,but also influences the market demand of its competitors’products,which is called the Spillover Effect of Advertisement.Previous studies have found that strong brands’advertising competition cause spillover effects on weak brands.This research extends current studies by examining the underlying mechanism using two experiments.Study 1 explores several mediating and moderating variables.The mediating variables include involvement of a strong brand,perceived product quality,and changes of market share.The moderating variables include product life cycle and product homogeneity,attitude towards advertising,and consumer task orientation.Study 2 examines the overall distribution rule of the spillover effect of strong brands’advertising competition on weak brands.We focus on the periods of product growth and maturity.In conclude,we unravel the mechanism and overall distribution rule of strong brands’advertising competition,which will enrich the theory of spillover effect and advertising effect.

关 键 词：广告竞争 溢出效应 消费者涉入度 感知产品质量 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]