将错就“措”还是改“谐”归正?谐音对消费者广告评价的影响  

Correcting missteps or embracing humor?The impact of homophony on consumer Ad evaluation

作　　者：周寿江 赵一晨 张瑾瑜 康琪 ZHOU Shoujiang;ZHAO Yichen;ZHANG Jinyu;Khloe Qi KANG(School of Economics and Management,Tsinghua University,Beijing 100084,China;Business School,Sichuan University,Chengdu 610065,China;School of Arts,Peking University,Beijing 100871,China;Business School,The University of Hong Kong,Hong Kong SAR 999077,China)

机构地区：[1]清华大学经济管理学院,北京100084 [2]四川大学商学院,成都610065 [3]北京大学艺术学院,北京100871 [4]Business School,The University of Hong Kong,Hong Kong SAR 999077,China

出　　处：《心理学报》2025年第2期331-348,共18页Acta Psychologica Sinica

基　　金：国家自然科学基金项目(72402111);中国博士后科学基金面上项目(2024M751744);国家资助博士后研究人员计划(GZB20230331)资助。

摘　　要：谐音早已成为一种广泛使用的重要广告语言工具,但尚未有研究考察谐音对广告效果的影响。基于失谐理论,本文通过7个实验(N=2456),考察了谐音对广告评价的影响,以及其作用机制和边界条件。结果发现,谐音能够促使消费者产生更为积极的广告评价,且这一影响藉由新颖性、有趣性的链式中介而实现。然而,谐音对广告评价的这一积极效应会受到消费者新颖性寻求水平、产品消费风险、广告诉求的调节。具体而言,当消费者的新颖性寻求水平较低,或者产品消费风险很高、广告突出权威性时,谐音对广告评价的这一影响会受到削弱。本文结论不仅丰富了谐音启动和失谐理论方面的研究,也为企业广告实践和营销沟通提供了行之有效的管理洞察。Homophony has long been a widely utilized linguistic tool in advertising,yet its effects on ad evaluation remain under-explored.This study,grounded in incongruity theory,aims to address this gap through a series of seven experiments involving 2,456 participants.The findings reveal that homophonic elements in advertisements can lead to more positive consumer evaluations,primarily mediated through perceptions of novelty and interest.However,the positive impact of homophony is moderated by factors such as consumers'novelty-seeking tendencies,perceived consumption risk,and the nature of the ad appeal.Firstly,homophony induces a mild state of incongruity in consumers,prompting them to engage more deeply with the ad to resolve this incongruity.This engagement is facilitated by contextual cues within the advertisement,which help consumers understand the intended meaning of the homophonic elements.As a result,consumers perceive the ad as more novel and entertaining,leading to more favorable evaluations.The study also proposes boundary conditions for the effectiveness of homophony.When consumers exhibit low levels of novelty-seeking,or when the advertised product carries high consumption risk,the positive effects of homophony diminish.Additionally,ads emphasizing authority and expertise are less likely to benefit from homophonic elements,as these may undermine the perceived seriousness and credibility of the ad.This paper conducted seven studies to provide support for these propositions.The Pilot Study,with 256 college students,provided initial evidence that relevant homophones generate moderate incongruity.Study 1,involving 210 college students,demonstrated that homophonic ads resulted in more positive evaluations when controlling for age,gender,income,and education level.Study 2,with 330 Chinese adults,confirmed the positive effects of homophony and identified novelty and interest as mediators.Study 3 used eye-tracking with 65 students to show that homophones attract longer fixation durations,supporting the need for cog

关 键 词：谐音 失谐 新颖性寻求 感知风险 广告诉求 

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