Exploring consumer reactions to incongruent mild disgust appeals
Exploring consumer reactions to incongruent mild disgust appeals
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DOI：
10.1080/13527260802141231
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发表时间：
2008-01-01
影响因子：
--
通讯作者：
Janssens, Wim
中科院分区：
文献类型：
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作者：
Dens, Nathalie;De Pelsmacker, Patrick;Janssens, Wim
本研究以244名中国游客为被试，探讨了旅游经营者对广告的态度（Aad）、对品牌的态度（Ab）以及对厌恶和非厌恶广告诉求的品牌回忆。恶心的广告导致了显着更消极的广告比非恶心的广告，并没有导致更好的品牌回忆。高情感强度、高厌恶敏感度和高产品类别涉入度的个体对厌恶广告的负面反应尤为明显，而低情感强度、低厌恶敏感度和低产品类别涉入度的个体对非厌恶广告的负面反应差异不显著。不同人群的态度和回忆是相似的，对于一个新的和现有的品牌。结果表明，Aad完全介导了厌恶对Ab的影响。
The attitude towards the advertisement (Aad) and the brand (Ab) and brand recall for disgust and non-disgust advertising appeals for a tour operator were studied in a sample of 244 Belgians. Disgusting advertisements led to a significantly more negative Aad than non-disgusting advertisements and did not lead to better brand recall. The negative reactions to disgust advertisements were especially outspoken for individuals with high affect intensity, high sensitivity to disgust and high product category involvement, whereas the difference with non-disgust appeals was not significant for individuals low in affect intensity, sensitivity to disgust or product category involvement. Attitudes and recall were similar across demographic segments, and for a new and an existing brand. Results showed that Aad fully mediated the impact of disgust on Ab.