I implement, they deliberate: The matching effects of point of view and mindset on consumer attitudes
I implement, they deliberate: The matching effects of point of view and mindset on consumer attitudes
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DOI：
10.1016/j.jbusres.2021.09.058
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发表时间：
2022-02
影响因子：
11.3
通讯作者：
Jin Zhang;Xiaobing Xu;Hean Tat Keh
中科院分区：
文献类型：
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作者：
Jin Zhang;Xiaobing Xu;Hean Tat Keh
公司可以选择从第一人称或第三人称的角度来描绘图像，并在营销传播中发展叙事。先前的研究对哪种药物更有效是模棱两可的。本研究考察了消费者的认知心态与产品态度之间的交互作用。研究1和2关注视觉感知，结果表明，当使用第一人称（第三人称）视角时，具有实施（审议）心态的消费者对产品的态度更有利。匹配效应可以通过消费者对信息的更高参与度来解释。研究3发现，思维方式和广告语篇对产品态度的影响也延伸到了叙事语篇，当广告目标是搜索产品而不是体验产品时，这种影响会减弱。这些研究结果有助于文献上的广告处理，心态，营销传播效果，除了具有重要的实际意义。
Companies can choose to depict images and develop narratives in their marketing communications from the first-person or the third-person point of view (POV). Prior research is equivocal on which POV is more effective. The present research examines the interaction effect between consumers’ cognitive mindset and POV on their product attitude. Studies 1 and 2 focus on visual POV and show that consumers with an implemental (deliberative) mindset have more favorable product attitude when the first-person (third-person) perspective is used. The matching effect can be explained by consumers’ higher engagement with the message. Study 3 shows that the effect between mindset and POV on product attitude also extends to narrative POV, and the effect is weakened when the advertised target is a search product rather than an experience product. These findings contribute to the literatures on ad processing, mindset, and marketing communication effectiveness, besides having important practical implications.