如何让逆营销说服更有效?——解释水平的视角

How to Make Demarketing Persuasion more Effective? From the Perspective of Construal Level

逆营销的目的之一是减少过度消费与浪费。通过操纵逆营销诉求的建构水平,发现:(1)与没有任何诉求和抽象建构诉求相比,具体建构诉求能够更有效地说服具体识解倾向者展开节约行为;(2)与没有任何诉求和具体建构诉求相比,抽象建构诉求能够更有效地说服抽象识解倾向者展开节约行为;(3)具体诉求与双诉求皆可有效说服具体识解者;(4)抽象诉求与双诉求皆可有效说服抽象识解者;(5)与没有任何诉求、抽象诉求和具体诉求相比,双诉求在整体上产生最好的逆营销说服效果。研究结果既补充了解释水平理论,又为现实营销提供了可行的依据。

One of the purposes of demarketing is to reduce excessive consumption and waste.Through manipulating the construal level of demarketing appeal, this paper finds out that :(1) compared with default appeal or abstract construal appeal, the specific construal appeal can better persuade those who are construal-inclined to practice saving behaviors;(2) compared with default appeal or specific construal appeal, the abstract construal appeal can better persuade those who are abstractly construal-inclined to practice saving behaviors;(3) both specific appeal and dual appeal can effectively persuade those who are specific construal;(4) both abstract appeal and dual appeal can effectively persuade those who are abstract construal;(5) compared with default appeal, abstract appeal and specific appeal, dual appeal can produce the best effect of demarketing persuasion on the whole. Such research findings can not only supplement the construal level theory, but also provide a practical basis for the real marketing.