微信朋友圈商业广告不同框架表述的心理效应

Psychological Effectsof Different Frame Description ofCommercial Advertisements in WeChatMoments

为探讨框架效应对不同微信朋友圈商业广告观看者心理效应的影响,开展实验研究。实验采用2(商品类型:享乐vs实用)×2(商品描述框架类型:促进vs防御)×2(价格促销框架类型:获得收益vs减少损失)的混合实验设计。其中,商品描述框架类型和价格促销框架类型为被试间变量,商品类型为被试内变量。先进行眼动实验,然后进行记忆再认测试,以此来探究不同商品的不同框架表述对观看者心理效应的影响。结果发现,(1)在观看朋友圈商业广告时,被试对使用防御型框架描述的商品广告语注视时间、注视次数和记忆成绩都显著高于促进型框架广告语。(2)在观看朋友圈享乐型商品广告时,被试对使用减少损失型促销价格框架的商品广告语注视时间和注视次数都显著高于获得收益型促销价格广告语,对享乐型商品广告图注视时间和注视次数都显著高于实用型商品广告图。(3)对于实用型商品,消费者在使用防御型框架广告语表述下的购买意愿要显著高于使用促进型框架广告语表述下的购买意愿;对于享乐型商品,消费者在使用促进型框架广告语表述下的购买意愿要显著高于使用防御型广告语表述下的购买意愿。

In order to explore the influence of the frame effect on the psychological effects of commercial advertisement viewers in WeChat moments,an experimental study was carried out.The experiment used a mixed experimental design,that is,2(commodity type:hedonic vs.practical)×2(commodity description frame type:promotional vs.defensive)×2(price promotion framework type:revenue-generating vs.loss-reducing)design.Among them,the commodity description frame type and the price promotion frame type are inter-subject variables,and the commodity type is intra-subject variable.Eye movement experiment and memory recognition test were successively carried out so as to explore the influence of different frame description of different commodities on the viewers’psychological effects.The results showed that:(1)when watching the advertisements in WeChat moments,the participants’fixation time,fixation frequency and memory performance for the advertisements described by the defensive frame were significantly higher than those described by the promotional frame;(2)when watching hedonic product advertisements in WeChat moments,the participants’fixation time and fixation frequency for the product slogans using the loss-reducing promotional price frame were significantly higher than those using the revenue-generating promotional price frame,and the fixation time and fixation frequency for the hedonic product advertisement were significantly higher than those for the practical product advertisement;(3)for practical products,the purchase intention of the defensive frame is significantly higher than that of the promotion type,and for hedonic products,purchase intention was significantly higher in the promotional frame than in the defensive type.