“有限理性”的消费者与广告有效诉求的实现——基于行为经济学视角

Consumers with Bounded Rationality and the Realization of Advertising Appeals: A Perspective of Behavioral Economics

行为经济学对人性中情感性和非理性因素的分析和肯定,为实现广告的有效诉求提供了有益启示。行为经济学关于人具有"有限理性"的基本判断,促进了广告研究者对广告信息加工过程的理解;框架效应的存在,提示广告诉求要注意信息展示的技巧;心理账户理论展示了金钱的"非替代性",提示广告诉求应顺应或引导消费者的心理账户设置;禀赋效应的普遍存在,提示广告在诉求弃旧换新时要关注消费者的心理成本;稀缺效应揭示了稀缺性对消费心态和消费行为的影响,提醒广告人要区别对待富裕消费者和贫穷消费者;助推强调以低成本方式引导和优化决策,对其的借鉴有助于提升公益广告的说服效果。

The analysis and affirmation of emotional and irrational factors in human beings in behavioral economics have provided the realization of advertising appeals with some positive enlightenments: the basic belief that humans are of bounded rationality has promoted researchers’ understanding on the effectiveness of advertisement;the existence of framing effect implies the importance of information exhibition skills;the mental accounting theory shows that money is irreplaceable, which suggests advertising appeals should comply with or guide consumers’ mental account;the endowment effect reminds advertisers of concerns on consumers’ psychological costs when appealing to change;the scarcity effect reveals the influence of scarcity on consumers’ attitude and behavior, suggesting that advertising should be made differently based on the audiences’ incomes;the nudging theory empathizes guiding and optimizing decision with low cost, which is helpful for improving the effects of public service advertising.