广告导向与说服力：一项基于心理距离的研究

营销科学学报 ›› 2011, Vol. 7 ›› Issue (2): 23-31.

广告导向与说服力：一项基于心理距离的研究

纪文波，彭泗清

纪文波，北京大学光华管理学院市场营销系博士研究生，E-mail: jiwenbo@gsm.pku.edu.cn。
彭泗清，北京大学光华管理学院市场营销系教授，博士生导师，E-mail: pengsq@gsm.pku.edu.cn。

出版日期:2011-06-01 发布日期:2013-10-30
基金资助:
非常感谢匿名评审专家为本文的改进和完善提供的建设性意见。本研究受到国家自然科学基金（项目编号：70972013，项目负责人：彭泗清）的资助。

Advertising Orientation and Persuasion: A Psychological Distance Perspective

Ji Wenbo, Peng Siqing

Guanghua School of Management, Peking University

Online:2011-06-01 Published:2013-10-30

摘要/Abstract

摘要：

本文以房产广告为例，通过两个实验，探讨了心理距离与广告导向（具体导向或抽象导向）是如何影响消费者态度的。研究发现，当心理距离与广告导向相互匹配时，消费者呈现出更为积极的态度（实验1），即当消费者感知到目标房屋距离较近时，具体导向的房产广告对消费者态度的说服力更大，而当消费者感知到目标房屋距离较远时，具体导向和抽象导向的房产广告对消费者态度的影响作用没有显著的差异。同时，感知流畅性作为房产广告对消费者态度影响作用的中介作用也得到了验证（实验2），即当心理距离与房产广告匹配时，消费者在处理信息时会更加流畅，进而表现出更为积极的态度。

关键词: 心理距离, 广告导向, 构建水平理论, 构建匹配

Abstract:

This research investigates the interactive effects of spatial distance and housing advertising orientation (abstract vs. concrete) on consumer attitude toward the target house. Results of study 1 and 2 reveal that when the target house is spatially close, concrete advertising has a greater impact on consumer attitude than abstract advertising, whereas when the target house is spatially distant, concrete and abstract advertising have no significantly different effects on consumer attitude. Furthermore, the mediating effect of experienced fluency is also investigated in study 2. This implies that the interactive effect of spatial distance and advertising orientation on consumer attitude is mediated by experienced fluency.

Key words: Psychological Distance, Advertising Orientation, Construal Level Theory, Construal Fit

纪文波，彭泗清. 广告导向与说服力：一项基于心理距离的研究[J]. 营销科学学报, 2011, 7(2): 23-31.

Ji Wenbo, Peng Siqing. Advertising Orientation and Persuasion: A Psychological Distance Perspective[J]. Journal of Marketing Science, 2011, 7(2): 23-31.