卷入影响广告理性诉求信息加工效果的眼动研究

使用眼动技术,考察了卷入的两方面（个人卷入与产品卷入）共同对广告理性诉求信息加工效果的影响。研究发现：（1）随着个人卷入或产品卷入度的提高,被试获得的广告信息显著增加。（2）仅在产品卷入度高时,强说服证据理性诉求广告的品牌信息所获得的加工深度才明显优于弱说服证据者;同时,只有当个人卷入度高时,产品卷入度高的商品信息所获得的加工才明显比产品卷入度低者更为精细。这说明,广告理性诉求方式可能主要适宜于宣传产品卷入度高的商品,且只有当个人卷入度高时才可能更为有效     

卷入对名人广告信息加工效果的影响

使用过程分离程序,考察卷入的两方面(个人卷入与产品卷入)共同对名人广告信息加工效果的影响。发现:(1)个人卷入和产品卷入的提高都能促进受众的品牌记忆,但个人卷入的变化主要影响品牌外显记忆成绩,而产品卷入的提高则表现为内隐记忆效果的增强。说明,两者影响的是同一内部过程,但影响方式可能有异。(2)名人广告中的品牌所获得的外显记忆、内隐记忆效果均明显好于使用一般代言人的品牌;代言人类型与个人卷入或产品卷入间不存在明显的交互作用。说明,名人代言人的使用可促进广告信息的加工,且受卷入状态的影响较小。     

Individual and collaborative implementation intentions and the promotion of breast self-examination

Implementation intentions, plans relating to when and where behaviours will be performed, have been effective in increasing health behaviour. Two studies are reported that test the impact of this strategy in promoting breast self-examination (BSE), a behaviour shown to aid the early detection of tumours. In study 1, 457 participants were randomly allocated to either implementation intention or control conditions. Implementation intentions significantly increased the likelihood of BSE at one month. The effect of the intervention was marginally significant at six months. Study 2 (N?=?101) tested the efficacy of a collaborative implementation intention intervention that required female participants to plan, with a partner, collaborative BSE performance. Results indicated that both implementation intentions and partner involvement were associated with BSE performance at one month, whilst the collaborative implementation intention intervention showed a 100% success rate. Collaborative implementation intentions may reduce forgetfulness. Interventions that encourage partner involvement in planning and enacting behaviour appear to enhance implementation intention utility.     

评论不一致性对消费者的双面影响:产品属性与调节定向的调节

以往有研究指出在线评论的不一致性会给企业带来负面影响,也有研究发现存在正面影响。之所以会存在两种截然相反的结论是因为,以往研究没有深入分析评论内容,忽略了造成不一致性的根源所在。通过引入产品属性及消费者调节定向,力图解释以往两种看似冲突的结论。结果表明:评论不一致性会通过影响消费者对产品的风险和独特性感知进而影响其购买意向;垂直属性评论(水平属性)不一致性越高,越会激发消费者的风险感知(独特性感知),进而降低(提高)购买意向;并且消费者调节定向对产品属性的调节作用会进一步调节。     

The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention

Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. In this study, a 2 (product price: high vs. low) × 2 (e-retailer reputation: high vs. low) experimental design was used to understand whether the product price and e-retailer reputation will influence consumers' perceived risk, attitude toward the website and purchase intention. The results of this study indicate that perceived risk negatively influences consumer attitude toward the website and online purchase intention, while consumer attitude toward the website positively influences purchase intention. Moreover, involvement moderates the influence of product price and e-retailer reputation only on social risk but does not have a significant effect on consumer attitude toward the website. This study contributes to a more comprehensive understanding of online auction users' behavior. Finally, the managerial implications, limitations and future research directions are also provided.     

Effects of deceptive packaging and product involvement on purchase intention: an elaboration likelihood model perspective

From an Elaboration Likelihood Model perspective, it was hypothesized that postexposure awareness of deceptive packaging claims would have a greater negative effect on scores for purchase intention by consumers lowly involved rather than highly involved with a product (n = 40). Undergraduates who were classified as either highly or lowly (ns = 20 and 20) involved with M&Ms examined either a deceptive or non-deceptive package design for M&Ms candy and were subsequently informed of the deception employed in the packaging before finally rating their intention to purchase. As anticipated, highly deceived subjects who were low in involvement rated intention to purchase lower than their highly involved peers. Overall, the results attest to the robustness of the model and suggest that the model has implications beyond advertising effects and into packaging effects.     

Exploring Attitudes and Predicting Intentions: Profiling Student Debtors Using an Extended Theory of Planned Behavior

This study was designed to investigate application of a theory of planned behavior, including involvement and decision‐making style in predicting undergraduates' borrowing attitudes. We conducted interviews to explore antecedents of students' debt‐consumption/borrowing attitudes. We employed exploratory factor analysis to identify attitudinal dimensions utilized in hierarchical regression as independent variables. The results suggest students regard themselves as good money managers, but lack control over borrowing and debt. Combining involvement and decision‐making style as a style/involvement variable had a powerful mediating effect in predicting borrowing intention. Research suggests that grouping students, based on their involvement level with finance and decision‐making style, into debtor types offers opportunities for more understanding of their debt‐consumption intentions. Strategies are proposed for dealing with different debtor types.     

Extending overjustification: the effect of perceived reward-giver intention on response to rewards

The perceived intention model incorporates a new moderator, beliefs about reward-giver intention, into the overjustification paradigm. In 2 simulated shopping studies featuring products paired with promotional rewards, consumers who believed the marketer was promotion focused (reward used to encourage purchase) reported lower purchase intentions and brand attitudes for promoted products after promotion, whereas consumers who believed the marketer was reward focused (promotion used to distribute the reward) showed no attitude change. Promotion-focus beliefs lowered attitudes by heightening the contingency between the promotion and purchase and thereby increasing the perceived causal role of the reward. This effect was contingent on initial behavior--postpromotion attitude change occurred for consumers who actively engaged in product decisions but not for consumers who passively observed the choice sets.     

外观新颖性对消费者购买意愿的影响：自我建构与产品类型的调节效应

外观创新在市场竞争中的地位越来越突出,然而因此而导致的成败案例都很普遍。如何进行外观创新更受消费者欢迎,其内在机制是什么,我们却知之甚少。基于独特性需求理论、风险感知理论及自我建构理论,本文探讨了自我建构与外观新颖性对消费者购买意愿的交互作用、影响机制以及边界条件。通过3个实验,发现对于独立型自我建构的消费者而言,高外观新颖性能引发独特性需求从而提高购买意愿,而对于相依型自我建构而言,低外观新颖性则通过降低社会风险感知从而提高购买意愿;同时,本文也确定了产品类型对该机制的调节作用,具体来讲,对于实用品,所有消费者都对低外观新颖性产品具有更强的购买意愿,而对于享乐品,所有消费者都对高外观新颖性产品具有更强的购买意愿。     

Product Innovativeness,Customer Newness,and New Product Performance: A Time-Lagged Examination of the Impact of Salesperson Selling Intentions on New Product Performance

In this time-lagged study, we illuminate the role of the sales force in new product introductions by examining the impact of salespeople’s selling intentions on new product performance. Survey responses from 439 salespeople selling one product and 362 salespeople selling a second product suggest that salespeople’s selling intention is a key mediating variable. In particular, product innovativeness has a positive impact and customer newness has a negative impact on new product performance. However, both variables work indirectly through salespeople’s intention to sell new products. We conclude with managerial implications of our fi ndings and directions for future research.     

Who Cares? The Role of Job Involvement in Psychological Contract Violation

This study examined survey data from full‐time employees employed in a variety of occupations. We empirically examined how psychological involvement with one's job affects reactions to psychological contract violation. Data for control variables (i.e., age, gender, organizational tenure), the independent variable (i.e., psychological contract violation), and the moderator (i.e., job involvement) were taken at Time 1; and dependent variables (i.e., depressed mood at work, turnover intention) were taken at Time 2. Results illustrated that job involvement was an important construct in understanding individuals' negative reactions to psychological contract violations. Implications and limitations are discussed, and suggestions for future research are offered.     

Satisfaction strength and intention to purchase a new product

This study examines the role of satisfaction strength on the correspondence between reported satisfaction and intention to purchase a new product. The market testing underlying this study analyzes the market opportunities for a novel prototype. The research was conducted at a central location with 239 randomly selected consumers. Results indicate that (un)certainty, ambivalence, and importance cognitions and feelings significantly moderate the relationship between reported satisfaction and individuals' intention to purchase. For example, the association between consumers' reported satisfaction level and purchasing intention of the new product is weaker as uncertainty increases. Significant moderated‐mediation and mediated‐moderation effects were also found with Structural Equation Modelling. Judgments of ambivalence moderate the satisfaction–purchasing intention relationship through the mediating effect of importance. (Un)certainty fully mediates the moderating effect of importance on the satisfaction–purchasing intention link. The research validates the usefulness of assessing the satisfaction strength concept and illustrates its potential as a better predictor of intentions than satisfaction level alone. The study argues on the nomological validity of the satisfaction construct and reveals that assessment of satisfaction strength should support the management goal of identifying truly satisfied customers. Copyright © 2012 John Wiley & Sons, Ltd.     

字幕与产品卷入度对视频广告加工的影响：来自眼动的证据

本研究采用眼动技术,通过2×2混合实验设计,探讨字幕与产品卷入度对视频广告在线加工的影响。结果发现,有字幕广告比无字幕广告产生了更多的回视次数和总注视时间;在观看广告时,高卷入度产品比低卷入度产品产生更多的回视次数、总注视时间和注视次数。更为重要的是,字幕和产品卷入度的交互作用显著：当广告中的产品卷入度高时,有字幕的产品比无字幕的产品产生更多的回视次数和总注视时间;当广告中的产品卷入度低时,两者没有显著的差异。结果表明,字幕影响视频广告的加工,但是这种影响受到产品卷入度的调节,只有高卷入度产品广告的加工受到字幕的影响,结果支持了精细加工可能性模型。     

Are humans rational? Exploring factors influencing impulse buying intention and continuous impulse buying intention

This study investigates the effects of consumers' impulsivity traits, option framing, product type, and cash refund promotion on consumers' online impulse buying intention. This study follows two stages to investigate factors influencing impulse buying intention and continuous impulse buying intention. In Stage 1, this study investigates the influence of impulsivity traits (high/low), option framing (+OF/−OF), and product type (hedonic product/utilitarian product) in online shopping on impulse buying intention. In Stage 2, this study explores factors moderating the continuous impulse buying intention. Cash refund promotion (high/low) serves as the moderator. The experiment results demonstrated that subjects with high impulsivity traits, “subtractive option framing (−OF), and hedonic products” are more likely to engage in impulse buying intention. In addition, cash refund promotion at a higher level increases consumers' continuous impulse buying intention. The findings provide guidance for designing appropriate online promotion situation to induce consumers' impulse buying intention that favors online retailers. Copyright © 2015 John Wiley & Sons, Ltd.     

能力还是热情?广告诉求对消费者品牌认同和购买意向的影响

基于自我建构理论和情绪理论, 本文探讨了自我建构与广告诉求对品牌认同的交互作用、影响机制及边界条件。通过3个实验, 我们发现对于独立自我建构的消费者来说, 能力广告诉求更能提高品牌认同感, 而对于相依自我建构的消费者来说, 热情广告诉求则更有效; 同时我们也验证了广告诉求到愉悦感到品牌认同最终到购买意向的因果链模型, 并确定了企业类型对该机制的调节作用。     

Pronostic de l’intention de départ chez les sapeurs-pompiers volontaires en France

The fire departments in France currently experience a growing need in volunteer stuff. At the same time the turnover rate among volunteers remains high. Intention to leave was mainly examined on the population of permanent workers, while the antecedents of intention to leave among volunteers are still undervalued. We suggest the existence of specific effects different from those previously coined out in standard organisational settings. Thus, the present study seeks to identify first- and second-order factors of intention to leave among volunteer fire-fighters. The literature review leads us to the proposition of three conceptual models that vary in terms of main mediators. Either job satisfaction, or organisational commitment, or both of them are envisaged as having the main mediating effect in the model. One hundred and thirty-nine volunteer fire-fighters returned completed questionnaires. The data was further analysed via path analysis in LISREL 8.80. The results partly confirm the model, according to which job satisfaction mediates the effects of organisational commitment, job involvement, perceived organisational support and motivation. Two variables – satisfaction with supervisors and length of service – are identified as main predictors of intention to leave. Job involvement and perceived organisational support are confirmed as second-order mediators of the effects exercised onto turnover intention by affective and normative commitment, satisfaction with colleagues and work, as well as intrinsic and extrinsic motivation. The results also indicate the necessity to examine the role of different dimensions of organisational attitudinal variables independently. Thus, the most salient dimension of satisfaction refers to the relationship with supervisors. As regards organisational commitment, its calculate dimension appears to have no significant effects at all; while affective one is characterised by a weak effect on intention to leave contrary to the results previously reported. The only individual variable having a significant effect on intention to leave is the volunteer fire-fighter's length of service. We conclude that instead of seeking to identify the appropriate selection criteria helping to reduce the existing turnover rate among volunteer fire-fighters, it is time to focus further research on the practices of organisational socialisation in order to reduce the current level of turnover. The main conclusion of the study emphasises the role the attitudes towards organisation plays in the decision of a volunteer fire-fighter to resign.     

Intention and Motor Representation in Purposive Action

Are there distinct roles for intention and motor representation in explaining the purposiveness of action? Standard accounts of action assign a role to intention but are silent on motor representation. The temptation is to suppose that nothing need be said here because motor representation is either only an enabling condition for purposive action or else merely a variety of intention. This paper provides reasons for resisting that temptation. Some motor representations, like intentions, coordinate actions in virtue of representing outcomes; but, unlike intentions, motor representations cannot feature as premises or conclusions in practical reasoning. This implies that motor representation has a distinctive role in explaining the purposiveness of action. It also gives rise to a problem: were the roles of intention and motor representation entirely independent, this would impair effective action. It is therefore necessary to explain how intentions interlock with motor representations. The solution, we argue, is to recognise that the contents of intentions can be partially determined by the contents of motor representations. Understanding this content‐determining relation enables better understanding how intentions relate to actions.     

公司形象和产品属性超越的协同效应：基于刻板印象内容模型

由于消费者和品牌之间的关系与人际关系存在许多相似之处, 反映人际感知的刻板印象内容模型为品牌感知研究提供了全新的视角。然而, 以往研究多关注品牌感知两大维度--“感知能力”和“感知温情”二者之间的作用关系, 鲜有研究同时基于公司层面和产品层面考察品牌感知不同维度的前因变量及其交互作用机理。鉴于此, 本文实验1考察了公司形象/产品属性超越的不同维度与“感知能力”和“感知温情”的对应关系, 在此基础上进一步发现公司形象和产品属性超越对购买意愿的协同效应。具体而言, 当公司形象为能力型时, 产品享乐性(相对于功能性)属性超越下消费者的购买意愿更高; 当公司形象为诚信型时, 产品功能性(相对于享乐性)属性超越下消费者的购买意愿更高。而且, 品牌赞赏感在上述协同效应中发挥中介作用。实验2探究感知风险调节公司形象和产品属性超越对购买意愿的协同影响。文章最后讨论了本文的理论贡献, 对企业如何实现公司形象策略和产品属性策略的协同促进等方面的营销启示, 以及未来研究方向。     

How does green advertising skepticism on social media affect consumer intention to purchase green products?

Underpinned by the stimulus–organism–response model, this study explores the underlying mechanism through which green advertising skepticism on social media affects consumer green purchase intention. It also investigates the boundary factors that moderate this indirect relationship. Performing structural equation modeling on data collected from an online survey on Sina Weibo, this study finds that green advertising skepticism on social media negatively affects green purchase intention through the mediation of perceived information utility. Moreover, interdependent self‐construal positively moderates, and independent self‐construal negatively moderates this indirect relationship. These findings suggest that truthful and consumer‐tailored green advertising is crucial to green product marketing.     

Consumer ethnocentrism,cultural sensitivity,and intention to purchase local products—evidence from Vietnam

• This study empirically investigates the impacts of consumer ethnocentrism and cultural sensitivity on both imported product judgment and intention to purchase local products in the context of a developing country—Vietnam. Structural equation modeling was used to test these impacts, utilizing a sample of 549 consumers. The results show that consumer ethnocentrism is negatively related to imported product judgment and positively related to intention to purchase local products. In addition, cultural sensitivity has a positive relationship with imported product judgment but not with consumer ethnocentrism. The results also indicate that the impacts of consumer ethnocentrism on imported product judgment and on intention to purchase local products are not different in terms of product categories, gender, income, and education levels. However, differences exist between younger and older consumers.

Copyright © 2008 John Wiley & Sons, Ltd.