情感担保的力量——R—P网格与广告情感诉求策略

The Strength of Emotional Bonding: the R-P Network and the Tactics of Advertising Appeal to Emotion

利用广告引起消费者的情绪情感反应 ,进而产生有利于产品销售的效果 ,这在广告策略中被称为情感担保。R -P网格是国外学者在研究情感担保策略的有效性中提出的一种产品细分方法。该网络在消费者动机分类、产品适切性等方面有重要的应用价值。情感担保的作用过程有其心理学基础。情感担保的作用条件表现为广告偏好转变为品牌偏好。

The emotional bonding is an advertising tactic that helps marketing through leading to consumer's emotional response. Overseas scholars studied the efficiency of emotional bonding tactics and advanced the R-P network as a method of produce segment.The R-P network has important applied value in consumer's motive types and produce suitability. Psychology lays a foundation for the action process of emotional bonding. The function conditions of emotional bonding have: changing from the advertising preference to the brand preference, cognitive appraise and produce suitability.