绿色逆营销广告如何更好地说服消费者?——基于详尽可能性模型的新能源汽车广告研究

Energy Vehicle Advertising Study through the Elaboration Likelihood Model

随着"过度消费是环境恶化的主要原因"的观点为更多人所认可,近年来越来越多的企业已经开始运用逆营销广告提升自己的盈利空间和持续发展的能力,并以此回应国家和社会对环境问题的关注。逆营销以"减少消费需求"为主要特征,这一营销方式是否有效,很大程度上受到消费者态度的影响。本文聚焦新能源汽车广告,借助详尽可能性模型探讨了不同的论据框架及环境卷入度等因素如何作用于消费者对广告信息的感知和态度,从而为绿色逆营销广告效果的优化探求本源路径。研究发现,在产品广告中以积极框架呈现的和在企业广告中以中立框架呈现的逆营销信息通常更容易被消费者接受;消费者环境卷入度越高,他们越可能对企业的逆营销信息产生积极的态度。

Since the opinion that overconsumption caused the environmental degradation has been a social consensus,now enterprises have begun to use the demarketing strategy,which focused on reducing the consumer demand,on improving their profit and sustainability,as well as responding to the public concerns about environmental issues.The effect of demarketing depends on the consumers’responses.This research discussed the effect of new energy vehicle’s advertisement arguments and the environmental involvement on consumers’evaluations and attitudes under the Elaboration likelihood model,to explore an improving approach for the optimization of the effect of green demarketing discourse.This study finds that in product advertisements,the demarketing argument shaped in a positive frame is more effective for persuading,and the neutral arguments in brand advertisements have the same effect.Moreover,the more the consumer cares about the environment,they would like to show a supportive attitude toward the demarketing information of an enterprise.