时间标志对消费者自我建构及广告诉求偏好的影响

The Effect of Temporal Landmarks on Self-construal and Consumer Preference for Advertising Appeals

相比于普通的时间日期,诸如年初、年末等富有意义的时间标志更能促使人们对时间进行规划管理,甚至影响自我认知与消费行为。本文探讨了时间标志如何影响消费者的自我建构类型,以及由此引发的对不同诉求广告的偏好。通过4个实验,本研究发现时间标志与自我建构存在联结关系,表现为开(末)端时间标志与独立(相依)型自我建构更相关。这一联结被拓展到广告诉求上,导致处于不同时间标志的消费者对强调能力或诚意诉求的广告表现出偏好差异,时间标志因激活不同的自我建构而在其中起中介作用。本文推进了时间标志与自我建构的研究进展,为企业产品与品牌推广的时间点选择提供了营销启示。

Existing literature on time markers has primarily examined how different time markers influence individuals’non-social behaviors,such as new product preferences,risk aversion,and self-improvement motivations.In our research,we examined the association between time markers(beginning vs.ending)and self-construal(independent vs.interdependent)and proposed that the dominant type of self-construal would be affected by different time markers in the short term,so that individuals would be more likely to activate independent self-construal at the beginning and interdependent self-construal at the ending.Four studies were conducted to test our hypotheses.Study 1 examined the implicit association between time markers and self-construal using an implicit association test.Study 2 explored consumers’awareness of self-other relationship under different time marks by analyzing texts posted by Sina Weibo users through the web crawler.Study 3 investigated the impact of time markers on self-construal on consumers’product preference.And study 4 investigated the effect of time marker on consumers’preferences for advertising appeals,and the intermediary role of self-construal in it.Four studies were conducted to test our hypotheses.Study 1 examined the implicit association between time markers and self-construal using an implicit association test.Study 2 explored consumers’awareness of self-other relationship under different time marks by analyzing texts posted by Sina Weibo users through the web crawler.Study 3 investigated the impact of time markers on self-construal on consumers’product preference.And study 4 investigated the effect of time marker on consumers’preferences for advertising appeals,and the intermediary role of self-construal in it.