The Influence of Time Landmarks on Consumers’ Advertising Appeal Preferences
The Influence of Time Landmarks on Consumers’ Advertising Appeal Preferences
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DOI：
10.4236/psych.2019.104036
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发表时间：
2019-03
期刊：
影响因子：
--
通讯作者：
Chun Ye;Hong Zhou
中科院分区：
文献类型：
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作者：
Chun Ye;Hong Zhou
作为企业产品推广的主要载体之一--广告起着至关重要的作用，而广告中总是包含着时间地标的词语或者将时间地标嵌入其内容中，因此本文从广告的两大构成要素--时间地标入手（新鲜/结束）和广告诉求的类型（感性/理性诉求），开始研究时间地标对消费者广告诉求偏好的影响。本研究通过两个实验探讨了时间地标对消费者偏好类型偏好的影响，并研究了自我耗竭感知的中介作用。激活新鲜时间标志的消费者更喜欢理性的广告诉求，而激活结束时间标志的消费者更喜欢情感的广告诉求。
As one of the main carriers of corporate product promotion—advertising plays a vital role, and advertising always contains the words of time landmarks or the time landmarks embedded in its content, so this article from the two major advertising The constituent elements—time landmarks (fresh/ ending) and the type of advertising appeal (emotional/rational appeal), start to study the influence of time landmarks on the preference of consumers’ advertising appeals. This study explores the impact of time landmarks on consumer preference type’s preferences through two experiments, and studies the mediating role of self-depletion perception. Consumers who activate the fresh time landmarks prefer a rational advertising appeal, while consumers who activate the ending time landmarks prefer an emotional advertising appeal.