ISSN 0439-755X
CN 11-1911/B
主办:中国心理学会
   中国科学院心理研究所
出版:科学出版社

心理学报 ›› 2022, Vol. 54 ›› Issue (6): 684-702.doi: 10.3724/SP.J.1041.2022.00684

• 研究报告 • 上一篇    下一篇

感性还是理性?文化衍生的权力感对广告诉求偏好的影响

江红艳1, 张婧1, 孙配贞2(), 江贤锦1   

  1. 1中国矿业大学经济管理学院, 徐州 221116
    2江苏师范大学教育科学学院, 徐州 221116
  • 收稿日期:2021-03-24 出版日期:2022-06-25 发布日期:2022-04-26
  • 通讯作者: 孙配贞 E-mail:peizheng311@163.com
  • 基金资助:
    国家自然科学基金项目(71672187);国家自然科学基金项目(72072172);国家自然科学基金项目(71832015);江苏省社会科学基金项目(20GLB005);教育部人文社会科学研究青年基金项目(21YJC190014);中央高校基本科研业务费专项(2021ZDPYYQ006)

Emotional or rational? The impact of culturally-derived power on the preference for advertising appeals

JIANG Hongyan1, ZHANG Jing1, SUN Peizhen2(), JIANG Xianjin1   

  1. 1School of Economics and Management, China University of Mining and Technology, Xu Zhou 221116, China
    2School of Education Science, Jiangsu Normal University, Xuzhou 221116, China
  • Received:2021-03-24 Online:2022-06-25 Published:2022-04-26
  • Contact: SUN Peizhen E-mail:peizheng311@163.com

摘要:

广告的有效性很大程度上取决于消费者个体特征与广告诉求之间的一致性。以往研究忽略了文化衍生的权力感作为关键心理特征与不同诉求广告之间的匹配性效应。本文探讨文化衍生的权力感(个人权力感vs.社会权力感)对广告诉求偏好的影响及其作用机理。研究结果表明, 启动个人(vs.社会)权力感的消费者更加偏好感性(vs.理性)诉求广告, 其中唤醒度发挥中介作用。当启动个人(vs.社会)权力感时, 个体更加强调满足自我需要和寻求挑战以不断提高地位与声望, 更容易激发兴奋等高(vs.低)唤醒度, 从而更加偏好感性(vs.理性)诉求广告。此外, 合理化需要在文化衍生的权力感通过唤醒度对广告诉求偏好的影响中起到调节作用。在不启动合理化需要时, 文化衍生的权力感通过唤醒度对广告诉求偏好发挥影响的中介效应显著; 而当启动合理化需要时, 上述中介效应不显著。本文基于文化取向的视角揭示了权力感影响广告诉求偏好的心理机制与边界条件, 为企业根据文化衍生的权力感差异制定广告营销策略等方面提供实践启示。

关键词: 文化衍生的权力感, 广告诉求, 唤醒度, 合理化需要

Abstract:

The effectiveness of advertising depends to a large extent on the consistency between the consumers’ characteristics and the advertising appeals. Previous studies have neglected the match-up effect between advertising appeals and culturally-derived power, which is considered as one of the key psychological traits. This paper examined the impact of culturally-derived power (i.e., personalized vs. socialized power) on the preference for advertising appeals and its inner mechanism. The current research proposed that consumers with personalized power (vs. socialized power) perceived high (vs. low) arousal, which led to the preference for emotional (vs. rational) advertising appeal. Furthermore, the indirect effect of culturally-derived power on the preference for advertising appeals through elevating consumers’ arousal was significant when consumers needed to justify their choices and not significant when consumers had no need to justify their choices. Our research provided empirical support for these predictions and ruled out action orientation and empathy as alternative mediators.
In the pre-study, a total of 36 consumers were recruited to report their perceptions of culturally-derived power and their preferences for 300 random advertisement images. The results showed that culturally-derived power significantly predicted consumers’ preferences for advertising appeals, which initially verified H1.
Experiment 1 included a pretest and a formal experiment. In the pretest, two advertisement pictures were selected and were verified as stimuli for different advertising appeals (rational vs. emotional). Meanwhile, we adopted the same layout and text length in the emotional ad and the rational ad to minimize the confounding of experimental results. In the formal experiment, a group of 101 undergraduates were randomly assigned to a condition in a one-factor (culturally-derived power: personalized vs. socialized) between-subjects design. Culturally-derived power was manipulated through reading the stimuli containing personalized vs. socialized power themes. Then, Experiment 1 investigated the mediating role of arousal in the impact of culturally-derived power on the preference for advertising appeals.
Before Experiment 2, we conducted a pretest to verify that the two cup advertisements could be used as different advertising appeals stimuli. Then, 143 undergraduates were recruited from a large university in China. Participants were first randomly assigned to either the personalized power or socialized power condition, in which they completed a task identical to Experiment 1. Then, participants were asked to complete the measurement of empathy and covariates (i.e., rational-experiential thinking style and hedonic/utilitarian motivation). In Experiment 2, we verified H1 to H4 and ruled out empathy as a possible rival explanation by controlling the above-mentioned covariates.
In Experiment 3, we conducted two independent pretests to select the appropriate stimuli for the main study. Specifically, the first pretest was to ensure that the two earphone advertisements with a fictitious brand could be adopted as the advertising appeals stimuli; the second pretest was to verify that the manipulation of need for justification was effective. Then, 595 undergraduates were recruited to participate in a 2 (culturally-derived power: personalized vs. socialized) × 2 (need for justification: no need to justify vs. need to justify) between-subjects design experiment. Culturally-derived power was primed via a recall-and-writing task. Consistent with our hypothesis, the results confirmed that the need for justification could moderate the mediating effect of arousal in the relationship between culturally-derived power and the preference for advertising appeals by controlling the hedonic/utilitarian value and the promotion/prevention focused. In Experiment 3, we also excluded action orientation as a possible rival explanation.
In Experiment 4, we recruited 618 adult consumers with different cultural backgrounds to participate in a 2 (power: high vs. low) × 2 (advertising appeal: emotional vs. rational) × 4 (individual-level cultural orientation: VI vs. VC vs. HI vs. HC) mixed experimental design. The results confirmed a significant interaction between power and cultural orientation on the preferences for different advertising appeals.
This research provides some theoretical contributions. First, the study investigated the important role of power in the effectiveness of advertising information on the basis of the two-dimensional perspective of cultural orientation, which provided a new research perspective. Second, the current research explored the construct of arousal as the mediating role to explain the influence of culturally-derived power on the preference for advertising appeals. Finally, our study further expanded the application scope of Decision Justification Theory by introducing the need for justification as the boundary condition. In addition, this research provides important practical enlightenment for managers to design appropriate advertising information and formulate advertising marketing strategies according to the variance of consumers’ culturally-derived power.

Key words: culturally-derived power, advertising appeals, arousal, need to justify

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