商品-模特距离及广告诉求对消费者评价的影响:性别的调节作用

The Effect of Product-Model Distance and Advertising Appeals on Consumer's Evaluation:The Moderating Role of Gender

广告中商品-模特距离和广告诉求在解释水平上匹配时,消费者评价更积极。三个实验检验了该匹配效应中性别的调节作用。实验1(模特在左,商品在右)发现,近距离下,可行性广告诉求引起更强的购买意愿;远距离下,结果相反。实验2(模特在右,商品在左)发现,在远距离合意性(远距离可行性)广告诉求条件下,女性(男性)的商品态度更积极,购买意愿更强。实验3(模特在上,商品在下)发现,在远距离情况下,合意性广告诉求引起更积极的商品态度和更强的购买意愿;相比于可行性广告诉求,女性对合意性广告的评价更高,男性则更偏好可行性广告。综上,当模特在左商品在右时,商品-模特距离和广告诉求存在匹配效应;当模特在右商品在左时,匹配效应受到消费者性别调节。

Consumers'attitudes will be more positive when the product-model distance matches the advertising appeals on construal levels.3 experiments were conducted to examine whether the matching effect depends on gender.Experiment 1(the model on the left,the product on the right)showed that,under the near distance condition,purchase intention for feasible information was higher than for desirable information;result was contrast under the far distance condition.Experiment 2(the model on the right,the product on the left)showed that female's attitude toward products and purchase intention(males')were higher than males'(female's)under the condition of far distance with desirable appeal(far distance with feasible appeal).Females'attitude toward advertisement was higher than that of male at any distance.Experiment 3(the model on the top,the product on the bottom)showed that the match effect existed in the distal condition for product attitude and purchase intention.Besides,females preferred desirable appeals,while males preferred feasible appeals.No mediating effect of processing fluency was found in the three experiments.In conclusion,there was a matching effect when the model was on the left and the product was on the right.This effect was moderated by consumer gender when the model was on the right and the product was on the left.