拟人化策略对绿色广告说服效果的研究构想

On the Persuasive Effect of Anthropomorphic Strategy in Green Advertisement

品牌拟人化已广泛应用于绿色广告中,并多以视觉图像的形式呈现。以往研究大多考察的是绿色广告中,生态拟人化、不同类型的品牌拟人化形象对消费者心理与行为的影响,而忽视了视觉拟人化图像这一因素的作用。因此,研究的创新点在于借鉴刻板印象内容模型,探讨“热情”和“能力”两种品牌拟人化形象对消费者购买意愿的影响,在此基础上纳入视觉拟人化图像作为调节变量,并阐述消费者绿色感知价值在其中的作用机制。

Brand anthropomorphism has been widely used in green advertisement,mostly in the form of visual images.Most previous studies investigated the effects of eco-anthropomorphism and different types of brand anthropomorphism on consumers’psychology and behaviors in green advertising,but neglected the role of visual anthropomorphic images.Innovatively this study uses the stereotype content model to explore the influence of two brand anthropomorphic images,“enthusiasm”and“competence”,on consumers'purchase intention,and accordingly takes visual anthropomorphic images as a moderating variable to elaborate the mechanism of consumers’green perceived value.