高冷还是温情?温暖程度对消费者奢侈品广告态度影响

Attract Customers with a Cold Look?The Effect of Coldness in Luxury Product Advertisements

在广告设计中,奢侈品和普通商品存在着很多差异。但是时至今日,有关奢侈品广告中温暖的作用机制和边界的研究屈指可数。基于构建水平理论,本研究认为尽管温暖能够提升消费者对产品的态度,但是对于奢侈品来说,广告中的温暖要素会负面影响消费者的态度。本文的目的有三个方面:首先,证实广告中的温暖对消费者奢侈品态度的影响;其次,探索温暖负面效应的中介机制;最后,本研究会对该机制的调节变量进行探讨。通过三组实验,研究者证实温暖会负向影响消费者对奢侈品的产品态度;消费者构建水平中介于这一作用;奢侈品类型(社会导向vs.个人导向)调节温暖与消费者奢侈品态度之间的关系。这一结论不仅深化了温暖相关研究,也为奢侈品广告设计者提供了操作性的建议。

As marketing-related literature showed,luxury products are different from common goods in many ways. Yet little empirical consumer research has focused on decoding the effect of warmth in advertisement for luxury products. Grounded on Construal Level Theory, the researchers proposed that for luxury products,warmth in advertisement has contradictory effect on customer attitude. More specifically,the purpose of this research is 3-fold: first,it analyzes the influence of warmth on customers ’ attitude toward luxury products; secondly, it studies the mechanism underneath such effect; and thirdly,it proves the moderating effect of product type on such effect. The conclusion of this research can be adopted to explain the complexity of warmth effect,while provides instructive guideline for brand managers.