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文章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。
From the perspective of advertising audiences, the article uses grounded theory to study the process of people reacting to guilt appeals and the mechanism of guilt appealing advertisements. The researcher established an advertisement database consisting of 10 commercial advertisements and 5 public service advertisements, and selected each part of the advertisement for each respondent in a targeted way and carried out a semi-structured interview. Finally, the interview record was open-coded, Spindle coding, core coding and a series of processing. The research shows that the response process of advertising audiences to guilt appeals ads includes three parts: advertisement information processing mechanism, virtual guilt induction mechanism and behavior selection mechanism. There are four key nodes in this process. The study found some factors that influence the direction of nodes and thus the guilt-stricken advertising effect. This study explains people’s disagreement on the guilty plea of advertising effect, and also provides a management reference for enterprises to carry out guilt appeals advertising.