挑战者可以说不——广告语句式与品牌地位对广告评价的影响研究

Challenger Can Say No——The Effect of Advertising Text’s Sentence Pattern and Brand Position on Consumers’ Advertising Evaluation

企业经常使用肯定句式的广告语或否定句式的广告语向消费者传达产品具有的积极属性或提示消费者产品没有某种负面属性。鲜有研究结合品牌的市场地位考察这两种重要句式的劝服效果。本文基于否定偏向理论探讨了品牌地位与广告句式对消费者广告评价和注意的交互作用及其内在机制。本文中三个实验的结果表明:对于领导者品牌,消费者对肯定句(vs.否定句)广告语有更积极的评价和更多的注意;对于挑战者品牌,否定句广告语比肯定句广告语更有利于提升消费者的广告评价和注意;领导者品牌的感知可靠性和挑战者品牌的感知创新性分别中介了肯定句广告语或否定句广告语对两种地位品牌的积极作用。本研究丰富了广告语句式以及品牌地位影响劝服效果的研究,并为品牌管理者如何选择合适的广告语提供了营销启示。

Enterprises often use affirmative sentence or negative sentence in advertisements to demonstrate the positive or non-negative properties of the products to consumers.Few studies have compared the differences in consumer responses to these two types of slogans.Based on the negation bias theory, this paper explored the interaction between brand position and advertising sentence pattern on consumers’ advertising evaluation and attention and its mechanism.The results of three experiments showed that: for the leader brand, consumers would have a more positive evaluation and pay more attention to the affirmative(vs.negative) slogan;for the challenger brand, the negative slogan is more effective for the promotion of consumers’ advertising evaluations and attention than the affirmative slogan.The perceived reliability of the leader brand and the perceived creativity of the challenger brand respectively mediated the affirmative slogan’s and negative slogan’s positive effect on the two types of brands.This study enriches the literature on the persuasive effect of sentence pattern and brand position, and provides marketing implications for brand managers on how to choose the appropriate slogans.