Psychological ownership: a social marketing advertising message appeal?
Psychological ownership: a social marketing advertising message appeal?
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心理所有权：社会营销广告信息的诉求？
DOI：
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发表时间：
2012
期刊：
影响因子：
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通讯作者：
Randle D. Raggio
中科院分区：
文献类型：
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作者：
Judith Anne Garretson Folse;Julie Guidry Moulard;Randle D. Raggio
作者评估了心理所有权作为社会营销努力中潜在的说服性广告信息吸引力。心理所有权是一种占有的感觉;它发生在个人觉得某样东西是他们的，即使他们不能拥有它的法律的所有权。有趣的是，第一项研究表明，产生心理所有权的广告信息在女性中产生了不太有利的态度，口碑和支付价格溢价的意愿。女性对试图诱导心理所有权的信息的反应比对中性信息的反应更消极。女性的负面反应促使了第二项研究，在这项研究中，心理所有权信息和认知能力都被操纵了。结果表明，在有限的认知能力的条件下，女性对较高的心理所有权和中性的广告信息的反应相似。此外，这些影响是由操纵意图的推断而不是内疚感介导的。理论和管理的影响，营销人员试图使用心理所有权作为广告信息策略和性别作为细分策略。
The authors assessed psychological ownership as a potential persuasive advertising message appeal in social marketing efforts. Psychological ownership is a feeling of possession; it occurs when individuals feel that something is theirs even though they cannot hold legal title to it. Interestingly, the first study indicated advertising messages that generate psychological ownership yielded less favourable attitudes, word of mouth and willingness to pay price premiums among women. Women responded more negatively to messages that attempted to induce psychological ownership than to neutral messages. The adverse responses of women prompted the second study, in which both the psychological ownership message and cognitive capacity were manipulated. Results indicate that, in a limited cognitive capacity condition, women responded similarly towards higher psychological ownership and neutral advertising messages. Further, these effects were mediated by inferences of manipulative intent and not feelings of guilt. Theoretical and managerial implications are offered for marketers attempting to use psychological ownership as an advertising message strategy and gender as a segmentation strategy.