营销科学学报 ›› 2012, Vol. 8 ›› Issue (1): 123-139.

• 论文 • 上一篇    

自我概念、自我—品牌联结对广告利益诉求有效性的影响

柴俊武,张蕾,何伟   

  1. 柴俊武,电子科技大学经济与管理学院副教授, E-Mail:chaijw@uestc.edu.cn。
    张蕾,电子科技大学经济与管理学院讲师,E-Mail:mouclim@uestc.edu.cn。
    何伟,电子科技大学经济与管理学院讲师,E-Mail:hew@uestc.edu.cn。
  • 出版日期:2012-03-01 发布日期:2013-04-15
  • 基金资助:

    真诚感谢匿名评审专家为本文的改进和完善所提供的建设性意见。本研究受到国家自然科学基金项目(70802012)和中央高校基本科研业务费项目(ZYGX2010J128)的资助,特此致谢!

Impact of Self Construal and Self-brand Connection on the Effectiveness of Different Advertising Appeals

Chai Junwu, Zhang Lei, He Wei   

  1. School of Management and Economics, University of Electronic Science and Technology of China
  • Online:2012-03-01 Published:2013-04-15

摘要:

本研究探查了自我概念、自我—品牌联结和广告利益诉求对广告效果的联合影响。实验一采用2(自我概念:独立自我与互依自我)×2(广告利益诉求:理性诉求与感性诉求)组间因子设计,检验自我概念形态是否对不同利益诉求广告的广告效果起调节作用。实验二通过引入自我—品牌联结变量,采用2(自我概念:独立自我与互依自我)×2(广告利益诉求:理性诉求与感性诉求)×2(自我—品牌联结:高与低)组间因子设计,并对自我概念采用不一样的操控方式,重复检验了实验一的研究结果。实验结果显示:独立自我程度高的被试相对互依自我程度高的被试对感性利益诉求广告的广告态度更好;相应的,互依自我程度高的被试相对独立自我程度高的被试对理性利益诉求广告的广告态度更好;在高水平自我—品牌联结条件下,独立自我程度高的被试相对互依自我程度高的被试对感性利益诉求广告的品牌态度更好;相应的,互依自我程度高的被试相对独立自我程度高的被试对理性利益诉求广告的品牌态度更好。研究结果表明:自我概念、自我—品牌联结对广告利益诉求的有效性起调节作用。

关键词: 独立自我, 互依自我, 感性利益诉求, 理性利益诉求, 自我—品牌联结

Abstract:

The present research explores the impacts of self construal and self-brand connection on the effectiveness of different advertising appeals. Study one examines the impact of self construal on the effectiveness of different advertising appeals by conducting a 2 (self construal: independent vs. interdependent self) x 2 (advertising appeals: rational vs. emotional appeal) between subject factorial experiment. Study two is the replication study with a 2(self construal: independent vs. interdependent self) x 2 (advertising appeals: rational vs. emotional appeal) x 2 (self-brand connection: high vs. low level) between subject factorial experiment, and the self construal is manipulated in different way. The results show that emotional appeal will stimulate more positive advertising attitude for consumers with an independent self than consumers with an interdependent self; whereas rational appeal will stimulate more positive advertising attitude for consumers with an interdependent self than consumers with an independent self. Under the condition of high level self-brand connection, emotional appeal will stimulate more positive brand attitude for consumers with an independent self than consumers with an interdependent self; whereas rational appeal will stimulate more positive brand attitude for consumers with an interdependent self than consumers with an independent self. The findings mean that self construal and self-brand connection are important moderators of effectiveness of different advertising appeals.

 

Key words:  Independent Self, Interdependent Self, Emotional Appeal, Rational Appeal, Self-brand Connection