涉入度对双面信息广告说服效果的调节机理研究

The Moderating Mechanisms of Involvement on Two-sided Advertising's Persuasive Effects

在精细加工可能性模型(ELM)的框架下,引入涉入度这一新的变量,通过深入探讨涉入度的调节机理,解释了过去研究对单、双面广告信息的说服效果存有争议的内在原因。研究结果表明:与单面信息广告相比,双面信息广告对高涉入者的说服效果明显增强;但对低涉入者,二者的说服效果没有显著差异。论据数量作为边缘线索之一可以提高双面信息广告对低涉入者的说服效果。研究同时证明双面信息广告对高、低涉入者的说服路径不同。研究结论为企业通过广告沟通方式来重新赢得消费者信任、建立品牌效应提供了一条经济有效的新思路。

Based on elaborating likelihood model,the study introduces a new moderate variable,namely,involvement into the analysis of two-sided ads＇ persuasive effects.By analyzing the moderating mechanism of involvement,the study explains the inherent reason of the paradox results in past researches.The results suggest that two-sided ads can produce more favorable persuasive effects on involved subjects than one sided ads does,while the persuasive effects of two-sided ads are not significant on uninvolved subjects.In addition,the impact of two-sided ads will be enhanced by the number of arguments for uninvolved subjects.The persuasive routes of two-sided ads on involved or uninvolved subjects are also different.These findings provide a new economical way for enterprises to win back consumer＇s trust and rebuilt brand effects.