品牌知觉情境下体验型产品广告的目标框架效应

Goal Framing Effect of Experiential Product Advertisements under the Context of Brand Perceptions

拟人化认知方式使得温暖和能力成为消费者进行品牌知觉的基本维度。对于严重依赖直接消费体验评估主要特性的体验型产品而言,广告是人们形成品牌知觉、进行购买决策的必要信息来源,其有效性在营销中至关重要却又缺少深入探讨。基于刻板印象内容模型和目标框架效应,构建品牌知觉与目标框架影响购买意愿的分析框架,并以酒店预订为具体情景,借助实验法检验体验型产品广告信息有效性。结果表明:(1)体验型产品广告有效性存在目标框架效应,与规避性目标框架相比,获得性目标框架广告能激发更高购买意愿;(2)当广告目标框架与品牌知觉达成匹配时,消费者的购买意愿更高;(3)认知流畅性在品牌知觉与目标框架效应交互影响购买意愿过程中发挥中介作用;(4)论据强度有助于提高消费者的认知流畅性体验,进而正向影响购买意愿。

Anthropomorphic cognition makes warmth and competence the basic dimensions of consumers’ brand perception.For experiential products that rely heavily on the main characteristics of direct consumer experience evaluation,advertising is a necessary source of information for people to form brand awareness and make purchasing decisions.Its effectiveness is crucial in marketing but lacks in-depth discussion.Based on the stereotyped content model and target frame effect,an analysis framework for brand perception and target frame to influence purchase intention is constructed,and the hotel booking is used as a specific scenario to test the effectiveness of the experiential product advertising information by means of experiments.The results show that:(1) there is a target frame effect on the effectiveness of experiential product advertising.Acquired target frame advertising can stimulate higher purchase intentions than evasive target frames;(2)Consumers are more willing to purchase when the advertising target frame matches the brand perception;(3) Cognitive fluency plays an intermediary role in the purchase intention influencing process of brand perception and target frame effect;(4) the strength of the argument helps improve the consumer’s cognitive fluency experience,which in turn positively affects willingness to buy.