营销传播中的第一人效果理论研究与管理实践展望

The Research Review and Future Practical Management on the First Person Effect in the Marketing Communicating Field

第一人效果是传播领域中广泛存在的受众关于信息对自身与他人影响差异感知的一种特定现象。与新闻、政治等领域中的研究研究相比,营销传播中的第一人效果研究得到的重视程度明显较低。为此本文对近三十年来营销传播领域中的第一人效果研究的成果进行了较为系统的整理。文章从对消费者行为的影响、消费者自我、广告信息、消费者情绪等方向分析了在营销传播领域中第一人效果与消费者行为之间的内在关系,并针对未来研究的方向与应用提出一些观点。

The first person effect is a kind of phenomenon widely existing in communication field which refers to audiences’ perception about the difference between the information’s influence on them and on others. Compared with the research within news and political field, those in marketing communicating received less attention. Thus, the literatures during recent 30 years were reor-ganized in this article. Furthermore, the relationship between the first person effect and consumer behavior was also analyzed from the view point of FPE’s effect on consumer behavior, self, adver-tising information, consumer emotion and so on. Finally, some points about future research direc-tions and application were put forward as well.