论文部分内容阅读
逆营销的目的之一是减少过度消费与浪费。通过操纵逆营销诉求的建构水平,发现:(1)与没有任何诉求和抽象建构诉求相比,具体建构诉求能够更有效地说服具体识解倾向者展开节约行为;(2)与没有任何诉求和具体建构诉求相比,抽象建构诉求能够更有效地说服抽象识解倾向者展开节约行为;(3)具体诉求与双诉求皆可有效说服具体识解者;(4)抽象诉求与双诉求皆可有效说服抽象识解者;(5)与没有任何诉求、抽象诉求和具体诉求相比,双诉求在整体上产生最好的逆营销说服效果。研究结果既补充了解释水平理论,又为现实营销提供了可行的依据。
One of the goals of reverse marketing is to reduce overconsumption and waste. By manipulating the level of construction of the anti-marketing appeal, we find that: (1) Compared with the absence of any abstract appeal and the abstract construction appeal, the specific construction appeal can be more effective in persuading those who have a specific tendency of understanding to start saving behavior; (2) Compared with the specific construction demands, the abstract construction demands can convince the abstract understanding tendencies more effectively to carry out the saving behavior; (3) Both the concrete demands and the double demands can effectively convince the specific knowledgers; (4) The abstract demands and the double demands can all be satisfied (5) Compared with no appeals, abstract appeals and specific appeals, dual appeals have the best effect of counter-marketing persuasion as a whole. The result not only complements the theory of explaining the level, but also provides a feasible basis for the actual marketing.