The effect of social exclusion on persuasiveness of feelings versus reasons in advertisements: the moderating role of culture
The effect of social exclusion on persuasiveness of feelings versus reasons in advertisements: the moderating role of culture
复制标题
社会排斥对广告中情感与理由说服力的影响：文化的调节作用
DOI：
10.1080/02650487.2020.1756654
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发表时间：
2020-04-21
影响因子：
6.7
通讯作者：
Li, Leida
中科院分区：
文献类型：
--
作者：
Jiang, Hongyan;Li, Chen;Li, Leida
先前的研究表明，社会排斥可能会加强消费者对感觉的依赖，而不是评估产品的理由。本研究旨在探讨文化因素对消费者社会排斥反应的调节作用。研究结果表明，在个人主义（集体主义）文化下，社会排斥比社会包容更能导致消费者对基于上级情感（原因）的产品属性广告的选择偏好。此外，我们发现，文化和社会排斥之间的相互作用是不同的两种类型的社会排斥（即，被社会排斥--感觉被忽视，被社会排斥--感觉被孤立）。本研究为社会排斥对广告说服力的影响提供了一个新的文化视角，并为管理者策略性地设计广告以增强说服力提供了可操作的启示。
Previous research has suggested that social exclusion could strengthen consumers' reliance on feelings versus reasons to evaluate a product. This research concentrates on the moderating effect of culture on consumers' responses to social exclusion. Results show that under individualism (collectivism) culture, social exclusion leads to a greater choice preference for advertisement with superior feelings- (reasons-) based product attributes, compared with social inclusion. Moreover, we find that the interplay between culture and social exclusion is discrepant under two types of social exclusion (i.e., being socially ignored-feeling invisible, and being socially rejected-feeling isolated). This research provides a new cultural perspective on the impact of social exclusion on advertisement persuasion and offers actionable implications for managers to strategically design advertisements to enhance the persuasiveness.