慈善营销广告中信息陈述方式与顺序对消费者响应的影响

The Influences of Message Framing and Order on Consumer Responses to Cause-related Marketing Advertisement

文章探讨了慈善营销广告中信息陈述方式和陈述顺序对消费者响应的影响,得出了以下结论:首先,信息陈述方式会影响消费者响应,采用积极的框架组织信息,消费者响应会更为积极。其次,信息陈述顺序会影响消费者响应,将慈善事业信息放在产品信息后面时,消费者响应会更为积极。此外,信息陈述方式和信息陈述顺序对消费者响应的影响存在交互作用。在慈善事业信息后置的情况下,积极信息框架比消极信息框架对消费者响应的影响更为显著。最后,根据研究结论,文章为企业制定慈善营销策略提出了几点启示。

This research studies the influences of message framing and message order on consumer responses to cause-related marketing advertisement, and works out the following conclusions. Firstly, message framing will influence consumer responses. Compared with negative framing, consumer responses will be much positive in the situation of positive framing. Secondly, message order will influence consumer responses. Consumer responses will be much more positive when the information of cause is put in the end. Moreover, there is an interaction effect between message framing and message order. When the information of cause is put in the end, positive framing has a more significant influence on consumer responses than negative framing. In the end, the researchers give some marketing implications to the manager.