情感营销对老年人受骗易感性的影响

The Impact of Emotional Marketing on Vulnerability to Fraud among Older Adults

随着人口老龄化日益严重,老年人的许多问题受到了社会的广泛关注。老年人容易上当受骗,这已经成为社会的普遍共识。受骗不仅会使老年人蒙受巨大的经济损失,还会给老年人的心理、生理带来重大的破坏性影响。针对老年群体的诈骗犯罪中,施骗者往往利用老年人对“健康”和“情感”的强烈需求,通过打感情牌进行情感营销,误导其决策过程,让老年人心甘情愿地购买商品、上当受骗。本文对这些研究进行了较系统的考察,并提出了现有研究中存在的一些不足。

With the aging of the population becoming more and more serious, many problems of older adults have received widespread attention from society. It has become a general consensus in society that older adults are vulnerable to fraud. Being cheated will not only cause older adults to suffer huge economic losses, but will also have a significant destructive impact on their psychology and physiology. Older adults have a strong demand for “health” and “emotion”. Scammers often take advantage of their needs to conduct emotional marketing and mislead their decision-making process. In the end, older adults willingly buy the products and are deceived. This paper provides a systematic review of these studies and suggests some shortcomings in the existing research.