Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion.
Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion.
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DOI：
10.1509/jmkr.46.3.384
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发表时间：
2009-06-01
期刊：
影响因子：
--
通讯作者：
Kenrick DT
中科院分区：
文献类型：
--
作者：
Griskevicius V;Goldstein NJ;Mortensen CR;Sundie JM;Cialdini RB;Kenrick DT
惊悚或浪漫的电视节目等唤醒环境如何影响基本劝说启发式的有效性？三种理论模型做出了不同的预测：一般的唤醒模型预测唤醒应该增加启发式的有效性；情感配价模型预测有效性应该取决于语境引起的积极或消极的情感；进化模型预测说服力应该取决于被激发的特定情绪和特定启发式的内容。三个实验考察了恐惧诱导和浪漫背景对两种广泛使用的启发式方法的有效性的影响--社会证据(例如，最受欢迎的)和稀缺性(例如，限量版)。结果支持了进化模型的预测，表明恐惧会导致稀缺性诉求具有反说服力，而浪漫的欲望可能会导致社会证明诉求具有反说服力。这些发现突显了进化理论方法如何能够带来新颖的理论和实践营销见解。
How do arousal-inducing contexts, such as frightening or romantic television programs, influence the effectiveness of basic persuasion heuristics? Different predictions are made by three theoretical models: A general arousal model predicts that arousal should increase effectiveness of heuristics; an affective valence model predicts that effectiveness should depend on whether the context elicits positive or negative affect; an evolutionary model predicts that persuasiveness should depend on both the specific emotion that is elicited and the content of the particular heuristic. Three experiments examined how fear-inducing versus romantic contexts influenced the effectiveness of two widely used heuristics—social proof (e.g., “most popular”) and scarcity (e.g., “limited edition”). Results supported predictions from an evolutionary model, showing that fear can lead scarcity appeals to be counter-persuasive, and that romantic desire can lead social proof appeals to be counter-persuasive. The findings highlight how an evolutionary theoretical approach can lead to novel theoretical and practical marketing insights.
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影响因子：
7.6
作者：
Griskevicius, Vladas;Cialdini, Robert B.;Kenrick, Douglas T.
通讯作者：
Kenrick, Douglas T.
影响因子：
8.2
作者：
Briers, Barbara;Pandelaere, Mario;Warlop, Luk
通讯作者：
Warlop, Luk
影响因子：
12.9
作者：
Bosmans, Anick
通讯作者：
Bosmans, Anick
影响因子：
12.9
作者：
Kaltcheva, VD;Weitz, BA
通讯作者：
Weitz, BA
影响因子：
7.2
作者：
BEARDEN, WO;ETZEL, MJ
通讯作者：
ETZEL, MJ