营销科学学报 ›› 2022, Vol. 2 ›› Issue (4): 137-156.

• • 上一篇    

凡尔赛文学广告一定会导致受众的负面品牌态度吗 ——基于自我呈现动机视角

马晨雅,蒋玉石,苗苗,张红宇   

  1. 马晨雅,西南交通大学经济管理学院博士研究生 E-mail: machenya1103@126.com  蒋玉石,西南交通大学经济管理学院教授 E-mail: 906375866@qq.com  苗苗,通信作者,成都师范学院经济管理学院教授 E-mail:miaomiao2013008886@163.com  张红宇,西南交通大学经济管理学院讲师 E-mail:1296094657@qq.com
  • 出版日期:2022-10-16 发布日期:2023-03-22
  • 基金资助:
    本研究得到国家自然科学基金项目(72172129)、国家社会科学基金项目(20BSH103)、教育部人文社会科学研究项目(21YJA63003)、成都市科技局项目(2021-RK00- 00082-ZF),福建省自然科学基金项目(面上)(2022J01380)的资助,特此致谢。

Will Humblebragging Advertising Necessarily Trigger Consumers' Negative Brand Attitudes —Based on the Perspective of the Motives of Self-presentation

Ma Chenya, Jiang Yushi, Miao Miao, Zhang Hongyu   

  1. Ma Chenya, School of Economics and Management, Southwest Jiaotong University Jiang Yushi, School of Economics and Management, Southwest Jiaotong University Miao Miao, School of Economics and Management, Chengdu Normal University Zhang Hongyu, School of Economics and Management, Southwest Jiaotong University 
  • Online:2022-10-16 Published:2023-03-22

摘要: “凡尔赛文学”现象自2020年开始风靡网络,并被《咬文嚼字》编辑部评为当年十大流行语之一。已有的研究大多数认为“凡尔赛文学”会对个体心理产生负面影响。然而,“凡尔赛文学”有时反而会对企业品牌有着正向促进作用。 本文基于自我呈现动机(获得喜爱和受到尊重)视角,通过三个实验探讨了凡尔赛文学广告和非凡尔赛文学广告对受众品牌态度的影响。 结果表明:就象征性产品而言,凡尔赛文学(vs.非凡尔赛文学)广告的确会降低受众的品牌态度,炫耀感知和厌恶感在其中起链式中介作用;就功能性产品而言,凡尔赛文学(vs.非凡尔赛文学)广告反而会提高受众的品牌态度,诚意感知和羡慕感在其中起链式中介作用。

关键词: 凡尔赛文学广告, 自我呈现, 广告语言修辞, 产品类型, 品牌态度

Abstract: In 2020, “Humblebragging” was popular on social networks and was selected as one of the top ten buzzwords.  However, the existing literature offers little implications of whether humblebragging is an effective brand marketing strategy.  Based on the perspective of the motives of self-presentation (the desire to be liked and respected) , this paper intends to examine the effect of humblebragging advertisement on consumers’ brand attitudes through three sets of experiments.  The results suggest that, there is an interaction effect between the type of product and the type of advertising rhetoric.  That is, when the functional product applies humblebragging advertisement, or the symbolic product applies normal advertisement, consumers' brand attitudes are more positive.  We further reveal that this interaction effect on consumers' brand attitudes is serially mediated by their sincerity perception, feeling of envy, bragging perception and feeling of disgust.  Further implications for designing advertisements are alse discussed.

Key words: humblebragging advertisement, self-presentation , advertising rhetoric, product type, brand attitude