营销科学学报

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广告形状-广告诉求匹配度对广告说服力的影响

李巧 ,刘凤军 ,李玉玲   

  1. 李巧,中国人民大学商学院市场营销系博士,Email: liqiaoruc@163.com
    刘凤军,中国人民大学商学院市场营销系教授,通讯作者,Email: liufengjun@rmbs.ruc.edu.cn
    李玉玲,北京天海蓝咨询有限公司,Email:170008680@qq.com
  • 出版日期:2017-09-30 发布日期:2018-11-09

Effect of Congruency between Ad Shape and ad Appeal on Ad Persuasiveness

Li Qiao ,Liu Fengjun, Li Yuling   

  1. Li Qiao ,Renmin University of China
    Liu Fengjun,Renmin University of China
    Li Yuling,Beijing Tian Hai Lan Consulting Co., Ltd.
  • Online:2017-09-30 Published:2018-11-09

摘要:

在商业广告无孔不入的时代,要抓住消费者的眼球并非易事。为此,营销者在设计广告时不得不费一番心思,或寻求独特的广告形式,或寻求创意的广告内容。但如何将广告形式和广告内容整合起来以提升广告效果却常常被营销者所忽略。基于此,本研究聚焦广告形式的一个方面,即广告形状,以及广告内容的一个方面,即广告诉求,探讨了两者间匹配度对广告说服力的影响。本研究共设计了4个实验。实验1采用2(广告形状:尖锐形状或圆润形状)×2(广告诉求:能力诉求或诚意诉求)的组间设计,并招募123名社会工作人士参与实验。被试在看到一则虚拟口香糖的平面广告后需要对广告说服力进行评价。实验1的结果表明广告形状和广告诉求对广告说服力存在交互影响。具体来说,当广告形状为尖锐的矩形时,能力诉求比诚意诉求更有说服力,而当广告形状为圆润的圆形时,诚意诉求比能力诉求更有说服力。实验2采用2(广告形状:尖锐形状或圆润形状)×2(广告诉求:能力诉求或诚意诉求)的组间设计,共招募140名社会工作人士参与实验。被试在看到一则虚拟手机的平面广告后,需要依次填写广告说服力量表、进取导向量表和群体导向量表,之后还需要对品牌形象和产品形象进行评价。实验2的结果表明广告形状和广告诉求的交互效应显著,这一点与实验1的结果相同。此外,实验2的结果还表明广告形状是通过激发进取/群体导向与广告诉求形成匹配效应。实验3则证明处理流畅性是广告形状和广告诉求进行匹配后进一步影响广告说服力的背后机制。结合实验2的结果,实验4同时验证了广告形状和广告诉求匹配的本质以及两者匹配程度影响广告说服效果的背后机制,因此研究的完整模型得到验证。

关键词: 广告形状, 广告诉求, 广告说服力, 进取导向, 群体导向, 处理流畅性

Abstract:

In the era when commercial ads have practically invaded every aspect of our lives, it is hard for marketers to catch consumers’ eye. Therefore, they have to make lots of effort when designing ads and solely resort to unique ad form or creative ad content to draw consumers’ attention. One thing that the marketers often neglect is matching ad form and ad content to enhance ad persuasion. Based on this fact, the present research explores the effect of congruency between ad shape (one aspect of ad form) and ad appeal (one aspect of ad content) on ad persuasiveness. And we conducted two studies to exam the effect. study 1 adopted 2(ad shapes: angular / rounded )×2(ad appeal: competence/ warmth)between subject design . A total of 123 workers participated in study 1. They read a print ad of a fictitious gum and then rated ad persuasiveness. The results of study 1 reveals a two-way interaction between ad shape and ad appeal. Specifically, when ad shape is angular, competence appeal is more persuasive than warmth appeal, while when ad shape is rounded, warmth appeal is more persuasive than competence appeal. Study 2 used 2(ad shapes: angular / rounded )×2(ad appeal: competence/warmth)between subject design . A total of 140 workers participated in study 2. They read a print ad of a fictitious phone, then rated ad persuasion and filled agentic orientation scale and communal orientation. Finally, they rated brand image and product image. The results of study 2 replicates the results of study 1. Besides that, the results of study 2 shows that the nature of shape- appeal congruency is orientation-appeal congruency. Study 3 used 2(ad shapes: angular / rounded )×2(ad appeal: competence/warmth)between subject design . A total of 138 undergraduate students participated in study 3. They read a print ad of a fictitious hotel, then rated ad persuasion and information processing fluency. The results of study 3 verifies that information processing fluency is the underlying mechanism of shape- appeal congruency effect on ad persuasiveness. The process of study 4 was almost same with study3, except that the study design changed into 2(orientation: agentic / communal )×2(ad appeal: competence/warmth)between subject design. And the results of study 4 proved the complete model of this research.

Key words: Ad shape, Ad appeal, Ad persuasiveness, Agentic orientation, Communal orientation, Processing fluency