近筹vs.远略——解释水平视角的绿色广告有效性研究

Short-term Sight vs. Long-term Vision: A Study on the Effectiveness of Green Advertising in the Perspective of Construal Level

随着社会公众对环境问题关注度的提升,越来越多的企业在营销活动中采用绿色广告。随之而来的问题是,与非绿色广告相比,绿色广告在什么条件下能发挥更大的有效性?已有文献从产品类型、动机以及环保关注度角度进行了相关研究,但忽视了消费者认知对绿色广告有效性的影响。本文基于消费者解释水平理论,探讨解释水平对绿色广告有效性的影响以及这种影响的中介机制。研究采用情景模拟实验法,实验一探讨了解释水平与绿色广告/非绿色广告对说服效果的交互作用,实验二探讨了加工流畅性的中介作用。结果表明,解释水平与绿色广告/非绿色广告对说服效果具有交互作用,当消费者倾向于高解释水平时,绿色广告的说服效果好于非绿色广告,而当消费者倾向于低解释水平时,非绿色广告的说服效果好于绿色广告,并且加工流畅性在这一交互作用中具有中介效应。

As the public is increasingly concerned about the environment, more and more companies start utilizing green advertising in their marketing campaigns. A new question naturally arises under what circumstances green advertisings are most effective than non-green ones？ Previous studies have explored this issue from different perspectives, such as product type, motivation, and environmental concerns. However, extent literature has ignored the influence imposed by consumer cognition on the effectiveness of green advertising. Thus, based on the Construal Level Theory, the current study aims to investigate the moderating effect of consumers＇ construal level on the effectiveness of green advertising as well as its underlying mediating mechanism. We conducted two experiments to test our hypotheses. Experiment 1 aimed to examine the interactive effect of construal level and green/non-green advertisements on persuasion through 2（construal level： high vs. low） × 2（type of advertising： green advertising vs. non-green advertising） between-subjects experimental design. Data analysis results showed the significant interaction effect between construal level and type of advertising. Green advertisings were more effective than nongreen ones when consumer inclined to high construal level, while non-green advertisings were more effective when consumers were apt for low construal level. Thus, both H1 a and H1 b were supported. Experiment 2 intended to examine the mediating effect of processing fluency through 2（construal level： high vs. low） × 2（type of advertising： green advertising vs. non-green advertising） between-subjects experimental design. The results indicate that processing fluency is playing a mediating role in the interaction effect between construal level and type of advertising on advertising attitude and brand attitude. These results were consistent with H2 a and H2 b. The current research has crucial significance for both academic research and marketing practice. Theoretically, this study establishes a new boundary condition for the effectiveness of green advertising, which try to improve the theoretical system of green advertising and broadens our knowledge. Managerially, this research has provided important implications for practitioners on how to carry out green marketing activities more effectively from a new perspective.