绿色广告文字能让消费者感同身受吗?——基于广告说服情感路径的检验

Do Green Advertising Claims Elicit Consumers’ Feelings? the Affective Path of Green Advertising Persuasion

绿色广告在实践中被广泛应用,因此很多国家的管理机构对绿色广告中文字的具体度做出明确的要求,但仅有少量研究检验了文字具体度的变化对消费者处理绿色广告的认知路径的影响,探讨情感机制的研究更为鲜见。本研究构建了绿色广告文字具体度影响消费者的情感路径,并采用一个2组组间实验检验了文字具体度变化对消费者情感反应和购买意愿的影响,证实了消费者与自然的共情和情感品牌态度的重要中介作用,初步构建了消费者处理绿色广告文字的心理机制。

Green advertising has been employed frequently in practice, so regulatory bodies in many countries have requirements about the specificity of green claims. However, only a few studies investigated the influence of green claim specificity on consumers’ cognitive path of AD processing. There is a paucity of research focusing on the affective path of ad processing after green claim specificity exposure. The current study suggests an affective path of AD processing, and examines the impact of green claim specificity upon consumers’ affective responses and purchasing intentions by a 2 groups between-group experiment. The results suggest that consumers’ empathy with nature and affective brand attitude are important mediators between claim specificity and purchasing intentions. This study contributes to the theory of green AD processing mechanism.