来杯丧茶?!不同情感诉求广告对消费者产品偏好的影响

Have a “Sang Tea”?!The Influences of Advertisements with Different Emotional Appeals on Consumers’Product Preferences

区别于以往的积极情感诉求广告,丧茶、UCC咖啡等众多品牌选择了在广告中烘托消极情绪,如采用“每天来点负能量”等广告语。使用带有消极情感元素的品牌也获得了消费者的青睐和购买。基于这一现象,本研究探讨了消费者为何以及何时偏好消极情感诉求广告,通过3个实验探讨了现实-理想自我差异水平与消极情感诉求对消费者的影响机制及边界条件。实验1发现,现实-理想自我差异水平低的消费者更偏好积极情感诉求广告;现实-理想自我差异水平高的消费者更偏好消极情感诉求广告。实验2表明,情感共鸣中介了以上过程。实验3进一步明确了该效应的边界条件。只有启动了自我验证动机的被试,才会在经历高水平的自我差异后,偏好消极情感诉求广告。本文揭示了现实-理想自我差异水平与消极情感诉求对消费者影响的中介机制和边界条件,丰富了消极情感诉求广告和自我差异理论的相关研究。本文对企业如何采用消极情感诉求广告具有指导价值。

In real life, advertisements with emotional appeals are quite common. By expressing positive and warm emotions in advertisements, companies attract consumers’ attentions and improve their love for advertisements to stimulate their willingness to purchase. Previous research has shown that advertisements with positive emotional appeals(VS. advertisements with negative emotional appeals) can stimulate consumer’s higher willingness to purchase. However, unlike the past advertisements with positive emotional appeals, Sang Tea, UCC Coffee and some other brands, choose to spread negative emotions in advertisements, such as “negative energy in everyday life”. These kind of “negative marketing approach” has become a new form of marketing. Therefore, it is necessary for the academia to explore why advertisements with negative emotional appeals can enhance consumers’ willingness to buy products and when consumers prefer advertisements with negative emotional appeals.Based on the trend of the Sang-marketing, this study defined “Sang” as the high level of actual-ideal self-discrepancy, and classified advertisements of “Sang” as advertisements with negative emotional appeals. On the basis of former scholars’ research results, this study further explored how actual-ideal self-discrepancy and emotional appeals affect the consumers’ advertisement attitude and purchase intentions. Based on the self-discrepancy theory, three experiments were carried out.Experiment 1 found that when perceived high(VS. low) level of actual-ideal self-discrepancy, consumers held better attitude towards negative(VS. positive) emotional advertisements, and were more willing to buy products with negative(VS. positive) emotional advertising appeals. Experiment 2 examined the mediating role of empathy. Perceiving the consistent emotional appeals from the advertisements, consumers turned to increase their willingness to purchase. Experiment 3 further investigated the boundary conditions of this effect. Only when consumers’ motivations of self-verification were activated, would they prefer negative emotional appeals in advertisements after experiencing actual-ideal self-discrepancy.The results provide a reasonable explanation and theoretical support for the question why Sang-marketing is capable of inducing positive results.They also demonstrate that buying goods is able to create mental value for consumers under the influence of advertisement’s emotional appeals.