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怀旧对人们的消费行为有重要的影响,以往的怀旧营销研究多将怀旧作为广告或品牌的元素构成(即消费者的怀旧感是由怀旧型的广告或品牌所激发),与现有研究不同的是,本文将怀旧视为一种与广告或产品本身无关的偶发情绪,在此前提下考察怀旧如何影响与其无关的消费决策。具体而言,本文通过两个实验考查怀旧如何影响中国消费者对中外品牌的评价,结果表明:怀旧并不会提高中国消费者对本国品牌的评价,但会降低对外国品牌的评价,而且怀旧对外国品牌评价的弱化作用是通过降低消费者的物质主义倾向得以实现的。文章最后还讨论了上述结论对中外品牌在怀旧策略运用上的实践启示。
Nostalgia has an important impact on people’s consumption behavior. In the past, nostalgic marketing research mostly made nostalgia as an element of advertising or brand (that is, the nostalgia of consumers was inspired by the nostalgia advertisement or brand) Is that nostalgia is treated as a kind of incidental emotion that has nothing to do with the advertisement or the product itself, on the premise of examining how nostalgia affects the consumer decision that has nothing to do with it. Specifically, the article examines how nostalgia affects Chinese consumers ’evaluation of Chinese and foreign brands through two experiments. The results show that nostalgia does not improve Chinese consumers’ assessment of domestic brands but reduces the evaluation of foreign brands, and nostalgia The weakening effect on the evaluation of foreign brands can be achieved by reducing the tendency of materialism of consumers. Finally, the article also discusses the above conclusions on the practice of Chinese and foreign brands in nostalgia strategy.