“自豪之情”还是“感恩之情”?情绪广告诉求和社会排斥对消费者品牌购买意愿的影响  

Pride or Grateful?The Effect of Emotional Advertising Appeal and Social Exclusion on Consumer's Brand Purchase Intention

作　　者：谢升成 卫海英[1,2] 刘福 Xie Shengcheng;Wei Haiying;Liu Fu(School of Management,Jinan University;Research Institute on Brand Innovation and Development of Guangzhou,Jinan University;School of Management,Shandong University)

机构地区：[1]暨南大学管理学院 [2]暨南大学广州品牌创新发展研究基地 [3]山东大学管理学院

出　　处：《南开管理评论》2024年第6期197-208,共12页Nankai Business Review

基　　金：国家社会科学基金重点项目(24AGL031)资助。

摘　　要：本文基于资源补偿理论,探讨了情绪广告诉求和社会排斥对消费者品牌购买意愿的交互效应、内在机制和边界条件。本文通过三个实验发现,凸显自豪诉求的广告更能促使遭受忽视的消费者对相关品牌产品产生购买意愿,而展示感恩诉求的广告更能引发遭受拒绝的消费者对相关品牌产品的购买意愿,该效应机制源于消费者的独特性感知和亲密性感知。此外,品牌形象会对情绪广告诉求和社会排斥的交互效应产生调节作用,即强势品牌可以增强自豪诉求、为遭受忽视的消费者提供独特性感知,弱势品牌能够强化感恩诉求、为遭受拒绝的消费者提供亲密性感知。本研究结论不仅丰富了社会排斥和情绪诉求的研究,还为企业利用情绪广告诉求赢得特定消费者的购买意愿提供了具有借鉴价值的管理启示。The rapid development of modern society has not only brought unprecedented convenience and efficiency to our lives but also subtly altered our pace of life and cognitive patterns.This change,akin to a double-edged sword,fosters explosive growth of information and instant communication on one hand,while inadvertently exacerbating the sense of alienation among individuals on the other,leading to cracks in social networks and a growing prominence of social exclusion.As a ubiquitous social phenomenon,social exclusion profoundly impacts individuals'mental health,causing damage to self-esteem,intensifying feelings of loneliness,diminishing self-regulation abilities,and potentially triggering emotional disorders such as anxiety and depression,with long-term adverse effects on physical health.Consequently,social exclusion has emerged as a significant social factor that cannot be overlooked,profoundly influencing individuals'psychology and behavior.Against this backdrop,positive emotions,as a crucial component of an individual's psychological defense mechanism,underscore their unique self-regulatory function.Positive emotions not only spontaneously adjust one's psychological state,aiding in recovery from negative emotions,but also,on a deeper level,psychologically compensate for and repair the social connections lacking due to social exclusion in real life.Gratitude and pride,two archetypal representatives of positive emotions,respectively focus on other-focus and self-focus,showcasing the diverse facets of positive emotions in fostering interpersonal harmony and enhancing self-worth.Therefore,delving into the application effects of these two distinct types of positive emotional appealsgratitude and pride—in brand advertising on consumers experiencing social exclusion,not only aids brands in better catering to consumers'psychological needs but also charts a differentiated,emotionally resonant marketing path for enterprises amidst increasingly fierce market competition.However,previous studies mainly focused on the compe

关 键 词：情绪广告诉求 社会排斥 消费者品牌购买意愿 独特性感知 亲密性感知 

分 类 号：F713.8[经济管理—广告] F713.55[经济管理—产业经济]