商业争议广告作用机制的扎根研究

A Grounded Research of the Mechanism of Commercial Controversial Advertising

争议广告引发冒犯和导致购买意愿下降之间不完全一致。大部分情况下,争议广告冒犯消费者会引发购买意愿下降,但仍存在一些争议广告,虽然冒犯了消费者,但不会引发购买意愿下降。为了对这一反直觉现象在理论上予以揭示,需要进一步探究争议广告的作用机制。本研究通过扎根理论提炼解释这一现象的理论模型。定性研究发现,争议广告会给消费者带来产品效用损失、心理效用损失、体验效用损失和情感损失,共同构成冒犯度。消费者基于感知价值、产品依恋和转换成本的考量对争议广告产生容忍度,消费者购买意愿是否下降取决于冒犯度和容忍度之间的衡量比较,极端情况下跳过理性衡量程序直接做出购买意愿维持或下降的决定。从长期来看,争议广告必然导致消费者购买意愿的下降。

There is a mismatch between controversial ads causing offence and decreasing willingness to buy.In most cases,controversial ads that offend consumers will lead to a decline in purchase intention,but there are still some controversial ads that offend consumers but do not lead to a decline in purchase intention.In order to reveal this counterintuitive phenomenon theoretically,we need to further explore the mechanism of controversial advertising.This study refines the theoretical model to explain this phenomenon through grounded theory.The study found that controversial advertisements would bring consumers product utility loss,psychological utility loss,experiential utility loss and emotional loss,which together constitute the degree of offense.Consumers have a tolerance for controversial advertisements based on perceived value,product attachment,and switching costs.Whether consumers’willingness to purchase will decline depends on the comparison between offense and tolerance.In extreme cases,consumers will skip the rational measurement procedure and directly make a decision to maintain or decline purchase intention.In the long run,controversial advertisements will inevitably lead to a decline in consumers'willingness to purchase.