A study on the influence of the facial expressions of models on consumer purchase intention in advertisements for poverty alleviation products
A study on the influence of the facial expressions of models on consumer purchase intention in advertisements for poverty alleviation products
复制标题
扶贫产品广告中模特面部表情对消费者购买意愿的影响研究
DOI：
10.1016/j.paid.2020.110578
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发表时间：
2021-04
影响因子：
4.3
通讯作者：
Yu Yi
中科院分区：
文献类型：
--
作者：
Zhou Yanju;Zheng Duo;Chen Xiaohong;Yu Yi
Products (such as agricultural products and handicrafts) that are assisted by enterprises in their production or sales and whose sales revenues are dedicated to anti-poverty campaigns in a particular area are regarded as poverty alleviation products (PAPs). This study focuses on PAP advertisements and analyses the interaction between the expression of different emotions (positive expression/negative expression) by models in PAP advertisements and the types of products (general products/PAPs). This study also examines the expression framework of these advertisements (gain-framed/loss-framed) and consumer purchase intentions. The results of Study 1 indicate that consumers demonstrate a preference for PAPs and that negative expressions significantly improve consumers' purchase preference for PAPs. Study 2 demonstrates that this effect results from the completely mediating effect of consumer guilt. However, in Study 3, when an advertisement employs a combination of a “loss-framed message and negative facial expression”, it fails to further improve consumer purchase intention compared to other groups. The conclusions of this examination not only support the enterprises that positively participate in industrial poverty alleviation but also provide theoretical guidance to enterprises in the design of PAP advertisements.
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影响因子：
5.7
作者：
Huhmann, BA;Brotherton, TP
通讯作者：
Brotherton, TP
影响因子：
7.2
作者：
Ze Wang;Huifang Mao;Y. Li;Fan Liu
通讯作者：
Ze Wang;Huifang Mao;Y. Li;Fan Liu
DOI：
10.2307/1420234
发表时间：
1957-06
期刊：
2011 19th IEEE International Conference on Network Protocols
影响因子：
--
作者：
L. Festinger
通讯作者：
L. Festinger
影响因子：
6.1
作者：
Deborah A. Small;Nicole M . Verrochi
通讯作者：
Deborah A. Small;Nicole M . Verrochi
影响因子：
7.2
作者：
Kidwell, Blair;Farmer, Adam;Hardesty, David M.
通讯作者：
Hardesty, David M.