消费者权力感对混合情绪广告分享意愿的影响

Effect of Consumer's Sense of Power on the Willingness to Share of Mixed Emotion Advertising

混合情绪广告作为情绪营销的重要构成要素,已成为众多商家通过社交媒体平台扩大品牌影响力和提升传播效果的手段之一。本文基于信息处理理论,探究消费者权力感对混合情绪广告分享意愿的影响及其内在机制。研究发现:高权力感(vs.低权力感)个体在面对混合情绪广告时,态度更好,分享意愿更高;情绪不适感在此起中介作用。本研究不仅丰富了混合情绪广告和权力感的研究文献,并为广告商针对不同特质消费者进行个性化广告推送提供了有效的理论借鉴。

As an important component of emotional marketing,mixed emotion advertising has become one of the means for many businesses to expand brand influence and enhance communication effectiveness through social media platforms.Based on the theory of information processing,this article explores the influence of consumers'sense of power on mixed emotion advertising attitudes and willingness to share and its internal mechanism.The research found that users with a high sense of power(vs.high sense of power)have better attitudes and greater willingness to share when facing mixed-emotion ads.Emotional discomfort plays an intermediary role here.This research not only enriches the research literature of mixed emotion advertising and sense of power,but also provides an effective theoretical reference for advertisers by pushing personalized advertisements for users with different characteristics.