基于扎根理论的内疚诉求广告机理研究

营销科学学报 ›› 2013, Vol. 9 ›› Issue (3): 60-79.

基于扎根理论的内疚诉求广告机理研究

费显政, 杨辉, 游艳芬

费显政，中南财经政法大学工商管理学院副教授，管理学博士，北京大学光华管理学院博士后，E-mail: feitairan@163.com。
杨辉，通讯作者，中南财经政法大学工商管理学院硕士，E-mail: yhbestyh@163.com。
游艳芬，中南财经政法大学工商管理学院硕士，E-mail: yyfrainbow@126.com。

出版日期:2013-09-01 发布日期:2013-12-24
基金资助:
本文受国家自然科学基金项目“基于营销效应的消费者内疚研究：分类、测量及效应模型”（70902079）和“同属顾客对顾客不当行为的反应模式研究——基于情绪的视角”（ 71372211）资助。感谢两位匿名评审专家提出的宝贵评审意见。

A Research on the Mechanism of Guilt Appeals Advertisement: Based on Grounded Theory

Fei Xianzheng, Yang Hui, You Yanfen

Fei Xianzheng, school of Business Administration, Zhongnan University of Economics and Law, Guanghua School of Management, Peking University.
Yang Hui, school of Business Administration, Zhongnan University of Economics and Law.
You Yanfen, school of Business Administration, Zhongnan University of Economics and Law.

Online:2013-09-01 Published:2013-12-24

摘要/Abstract

摘要：

本文从广告受众的角度出发，运用扎根理论，研究了人们对内疚诉求广告反应的过程，以及内疚诉求广告的作用机理。研究者建立了由10条商业广告和5条公益广告组成的广告库，对每位被访者针对性地选取部分广告播放，并进行半结构化访谈，最后对访谈记录展开了开放性编码、主轴编码、核心编码等一系列处理。研究表明，广告受众对于内疚诉求广告的反应过程包括广告信息处理机制，虚拟内疚诱发机制以及行为选择机制三个部分，在这个过程中存在四个关键的节点。研究发现了一些影响节点走向，并进而影响到内疚诉求广告效果的因素。本研究解释了人们对内疚诉求广告效应认识的分歧，也为企业开展内疚诉求广告提供了管理借鉴

关键词: 内疚诉求广告, 虚拟内疚, 扎根理论

Abstract:

By using grounded theory, this paper explores the process and mechanism of response to guilt appeals advertisement from the perspective of advertising audience. Each respondent was exposed to several selected advertisements, which come from an advertisement gallery composed of 10 commercial ads and 5 noncommercial ads. Then semi-structure interview was carried out, and data were treated by the process of open coding, axle coding, and selecting coding. This study suggests that the process includes three parts, processing of ad information, induction of virtual guilt, and selection of behavior. There are four important nodes, which are influenced by several factors. Those factors will determine the way how nodes go, and therefore the results of guilt appeals ad. This research explains the divergence on the result of guilt appeals ad and provides managerial implications to the practitioners.

Key words: Guilt Appeals Advertisement, Virtual Guilt, Grounded Theory

费显政, 杨辉, 游艳芬. 基于扎根理论的内疚诉求广告机理研究[J]. 营销科学学报, 2013, 9(3): 60-79.

Fei Xianzheng, Yang Hui, You Yanfen. A Research on the Mechanism of Guilt Appeals Advertisement: Based on Grounded Theory[J]. Journal of Marketing Science, 2013, 9(3): 60-79.

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