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幽默诉求对消费者产品评价的影响研究

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摘要 幽默诉求是企业微信公众号中常用的内容诉求策略。已有研究大多从认知路径解释幽默诉求对产品评价的影响,但结论莫衷一是。本研究在已有文献基础上,采用情景实验法和问卷调查法,验证了幽默诉求对消费者情绪唤起和产品评价的积极作用,以及情绪唤起在幽默诉求对产品评价的影响中的中介作用。最后,基于研究结论,为企业有效使用幽默诉求提供营销建议,并对未来研究方向进行展望。
作者 刘菲菲 李宏
出处 《现代营销(下)》 2019年第4期70-71,共2页 Marketing Management Review
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