不同促销方式对产品购买决策的影响—— 基于解释水平理论视角的研究

赠品促销与价格促销对消费者购买决策的影响研究结果尚存在分歧。根据解释水平理论, 通过三个实验探究了赠品促销产品组合与价格促销产品组合在不同任务类型、不同时间距离条件下的促销效果差异。结果表明：(1)不同时间距离下, 消费者对促销产品决策存在差异。赠品促销方式在近期将来购物场景下的促销效果比在远期将来购物场景下的促销效果更好; 价格促销方式在远期将来购物场景下的促销效果比在近期将来购物场景下的促销效果更好。价格支付意愿任务下, 消费者对远期将来场景下促销产品的感知价值比近期将来购物场景下促销产品的感知价值高; 购买可行性任务下, 消费者对近期将来购物场景下促销产品的感知价值比远期将来购物场景下促销产品的感知价值高。(2)时间距离对促销方式与任务类型的表征水平匹配关系有增强、扩大作用。购买可行性任务下, 与远期将来时间相比, 消费者更倾向于在近期将来时间条件下选择赠品促销产品组合。价格支付意愿任务下, 与近期将来时间相比, 消费者更倾向于在远期将来时间条件下选择价格促销产品组合。     

Crafting messages to promote water conservation: Using time‐framed messages to boost conservation actions in the United States and China

Grounded in construal‐level theory (CLT), this experiment examines how messages with different temporal frames (i.e., present‐ vs. future‐framed) influence individuals' perceptions of, and reactions to, water conservation. One hundred ninety‐three participants, 99 from China and 94 from the United States, participated in this study. Results indicated that a present‐framed message results in more positive attitudes toward water conservation than the future‐framed message. Participants who scored higher on individual future‐time orientation show stronger behavioral intention to conserve water than participants who scored lower. A significant interaction between temporal message framing and country emerged such that the future‐framed message resulted in greater behavioral intention for Chinese participants than their U.S. counterparts whereas the present‐framed message did not differentially influence Chinese and U.S. participants. Implications of findings for theory‐building and application are discussed.     

Self-guide framing and persuasion: responsibly increasing message processing to ideal levels

The current research examines the effect that framing persuasive messages in terms of self-guides (ideal vs. ought) has on the attitudes and cognitive responses of individuals with chronic ideal versus ought self-guides. The strength of participants' ideal and ought self-guides and the magnitude of participants' ideal and ought self-discrepancies were measured using a computerized reaction time program. One week later, participants read a persuasive message about a fictional breakfast product, framed in terms of either ideals or oughts. Matching framing to stronger self-guide led to enhanced message processing activity, especially among individuals who were low in need for cognition. Individuals who read messages framed to match their stronger self-guides paid more attention to argument quality, as reflected in their attitudes and cognitive responses. Messages with self-guide framing that matched individuals' stronger self-discrepancies did not have this effect on processing.     

品牌名称暗示性对消费者决策选择的影响：认知需要和专业化水平的调节作用

品牌管理者最首要的决策就是选择一个好记的或有意义的品牌名字。由于任何特征的品牌名字都必须借助消费者的认知差异来实现真正的差异化, 因此, 从消费者认知特点出发研究暗示性品牌名字就显得尤为重要和有意义。本文通过3个实验, 分别验证了消费者认知需要和专业化水平对品牌名称暗示性与决策选择的调节作用。方差分析发现：低专业化水平的消费者更倾向于根据暗示性的品牌名字做出决策, 而高专业化水平的消费者则不受品牌名称暗示程度的影响。此外, 低认知需要的消费者比较喜欢暗示性的品牌名字, 而对于高认知需要的消费者来说, 品牌名字的暗示性程度不会对其决策过程产生影响。最后, 研究结果揭示了专业化水平和认知需要对暗示性品牌名字效果发挥具有交互作用。对于具有高专业化水平的消费者来说, 无论他们处于低认知需要还是高认知需要, 品牌名字的暗示程度都不会影响他们的态度形成。相反地,对于具有低专业化水平的消费者来说, 无论是低认知需要还是高认知需要均倾向于暗示性的品牌名字。而对于专业化程度中等的消费者而言, 暗示性品牌名字效用的发挥则取决于其处理信息的动机—认知需要水平。     

The stages-of-change approach for prosocial behavior: Message tailoring to encourage blood donation

This research applied the Trans-Theoretical Model and the Construal Level Theory to framing messages for blood donation. People can be at different degrees of readiness for blood donation and are, therefore, dispersed into discrete stages of change. These stages of change correspond to varying psychological distances that define the extent to which a person's thinking on the suggested behavior is abstract (high construal level) or concrete (low construal level). Differences in psychological distance thus affect whether individuals focus on how easy it is to donate blood (feasibility) or on why it is important to donate blood (desirability) in the ad message. This research conducted two studies using a 2 (types of message: feasibility vs. desirability—manipulated) × 3 (stages of change: pre-contemplation vs. contemplation/preparation vs. action/maintenance—measured) between-subject, randomly assigned factorial design experiment. The results of both studies showed that for individuals in the pre-contemplation stage, desirability, rather than feasibility, messages were more likely to produce favorable attitudes toward the ad, its sponsoring organization, and blood donation behavior itself, whereas the opposite was true for those in the action/maintenance stage. Those differences were weakened or not observed for those in the contemplation/preparation stage. These patterns of interaction were not replicated for behavioral intention. Collectively, these findings suggest that tailoring a message according to the intended audience's stage of change should promote positive attitudes for blood donation. Meanwhile, future research is needed to bridge the attitude-behavior gap when it comes to blood donation.     

The effect of shopping channel (online vs. offline) on message framing of naturalness

Naturalness is a significant driver of food-related choices. However, there is scarce knowledge of how textual cues could be utilised to enhance the effectiveness of naturalness claims. Drawn from construal level theory, we attempted to examine how different methods of framing naturalness affect consumers in online vs. offline shopping contexts. Study 1 employed a 2 (abstract vs. concrete) × 2 (online vs. offline) experiment with 127 respondents and demonstrated that concrete framing heightens positive attitudes via increased perceived concreteness of the message, especially in offline shopping situations. Study 2 employed a 4 (abstract vs. control vs. concrete without mentioning natural vs. concrete mentioning natural) × 2 (online vs. offline) experiment with 173 respondents and replicated findings from Study 1. Furthermore, Study 2 ruled out alternative explanations of message authenticity, transparency and credibility and indicated that the effect of message framings is truly driven by the congruency between consumers' construal level and message framings. Interestingly, no significant effect of abstractly framed naturalness claims was observed in online shopping situations, contradicting existing studies. This suggests that other psychological mechanisms may interplay and hinder the effectiveness of abstract framing in our study. Taken together, the current research demonstrate that consumers' mental representation varies across shopping platforms and how it affects their evaluation of different methods of message framing.     

伦理消费者为何“言行不一”:解释水平的视角

伦理消费(Ethical consumption,EC)是指消费者在获取、使用或处置产品时考虑到个人消费行为对社会、环境或动物福祉的影响。虽然伦理消费日渐流行,但在金钱支付时伦理消费的态度却往往难以转化为实际的行为,即言行不一。本文从解释水平理论视角出发,以"心理距离→解释水平→个体反应"为分析框架展开。从时间维度上来说,在态度评价阶段和产品选择阶段两个时间点上,消费者与伦理产品的心理距离远近不同,分别激活了高低解释水平表征;高低解释水平下个体在动机和认知上又存在诸多差异,这种差异导致两个阶段的反应不同,继而出现伦理消费者态度与行为的分离。未来研究应重点关注如何根据解释水平理论有效提高伦理消费行为。     

Your ethnic model speaks to the culturally connected: Differential effects of model ethnicity in advertisements and the role of cultural self‐construal

This paper examines self‐construal and consumer self‐referencing as a mechanism for explaining ethnicity effects in advertising. Data were collected from a 2 (participant ethnicity: Turkish versus Kurdish) × 2 (model ethnicity: Turkish versus Kurdish) × 2 (self‐construal: independent versus interdependent) experiment. Results show that (i) individuals with interdependent self‐construal display more positive evaluations towards an in‐group ethnic ad model than do individuals with independent self‐construal; (ii) ethnic minority individuals (Kurdish people) self‐referenced more advertising portrayals of models of a similar ethnicity than models of a different ethnicity, as did ethnic majority individuals (Turkish people); (iii) ethnic minority individuals who experienced high levels of self‐referencing exhibited more favourable attitude towards the advertisement, attitude towards the brand and a higher purchase intention than ethnic minority individuals who experienced low levels of self‐referencing; and (iv) self‐referencing is found to partially mediate the relationship between culturally constructed self‐concept (self‐construal) and ethnicity on consumer evaluations for interdependent subjects. Theoretical and practical implications are discussed. Copyright © 2015 John Wiley & Sons, Ltd.     

Where to seat the applicant? How spatial distance influences the effect of self‐promotion on interviewer evaluations

In high‐stakes contexts such as job interviews, people seek to be evaluated favorably by others and they attempt to accomplish such favorable judgments particularly through self‐promotional behaviors. We sought to examine the persuasiveness of job candidates’ self‐promotion by examining job applicants’ subjective hireability from the perspective of construal‐level theory. Construal‐level theory states that perceptions occur from different levels of psychological distance (i.e., distal vs. proximal). This distance is created by other dimensions of distance (e.g., spatial or social distance) and affects how individuals construe incoming information. From a large distance, people more readily process abstract information, whereas from a close distance, people more readily process concrete information. Specifically, construal compatibility occurs when abstract versus concrete features of a stimulus match the psychological distance experienced by message‐recipients. Construal compatibility (vs. incompatibility) makes evaluations (e.g., of messages) more favorable. To apply this principle to self‐promotion, we created self‐promotional videos of a job interview, in which the applicant sat either far away from or close to the hiring manager (manipulating psychological distance); the applicant, then, used either direct or indirect self‐promotion (manipulating message construal level). The results showed participants reported stronger intention to hire the applicant when distance matched (vs. did not match) the type of self‐promotion the applicant used.     

Viewing time through the lens of the self: The fit effect of self‐construal and temporal distance on task perception

This paper describes how different self‐construals influence people's perception of temporal distance and in turn their task evaluation. We hypothesize that people with a more accessible interdependent (vs. independent) self‐construal perceive future events as temporally more proximal, and that people's reaction toward a task is intensified when the temporal distance to the task matches (vs. mismatches) their self‐construal. Across four studies, we showed that individuals with a more accessible interdependent self‐construal (Study 1) and East Asians (Study 2) perceived future events as more proximal than those with a more accessible independent self‐construal and European Americans. Further, when considering a task at a temporal distance that fits their self‐construal, individuals perceived a pleasant task as more motivating (Study 3) and an unpleasant task as less motivating (Study 4).

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The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements

Viral advertising has become a popular form of persuasive communication to promote brands on social media. Extant research on viral advertising has focused mostly on evaluating content characteristics as drivers of virality, but very few studies have examined the potential influence of consumers' personality variables that affect their information processing and subsequent ad‐sharing behavior. By taking a consumer‐centric approach, two experimental studies were conducted to examine how consumer's need for cognition (NFC: high vs. low) interacts with message appeal (emotional vs. informational) used in the branded viral advertisements and extent of brand information (high vs. low brand prominence) present in the branded viral advertisement to influence consumers' intentions to share viral advertisements. As compared with low‐NFC individuals, high‐NFC individuals reported higher sharing intentions for viral ads that use informational appeal and also for an emotional viral ad where brand prominence is high. This finding is consistent with the elaboration likelihood model (ELM). Further, the results of these studies show an interesting finding that contradicts the existing understanding originating from ELM; that is, high‐NFC individuals reported higher sharing intentions for viral ads with an emotional appeal as compared with low‐NFC individuals, even when the brand prominence is low. Possible explanations and implications of the findings are discussed in this paper.     

Reconnecting with the past in social media: The moderating role of social influence in nostalgia marketing on Pinterest

Nostalgia marketing practices in social media help brands link consumers with happier times from the past. A randomized 2 (evoked nostalgia: high vs. low) × 2 (social influence: high vs. low) between‐subjects factorial design experiment was conducted to examine the effects of nostalgia and social influence on consumers' judgments in the brand management context of Pinterest boards. The results revealed the strong main effect of evoked nostalgia on consumers' attitudes toward the Pinterest board and the brand, purchase intention, willingness to pass along branded pins, and brand–consumer relationship quality. Furthermore, this study discovered the significant moderating role of social influence for all dependent measures. Strongly (vs. weakly) evoked nostalgia generated more favorable responses only when social influence was high. In contrast, there were no significant differences between strongly and weakly evoked nostalgia when social influence was low. Theoretical contributions to the nostalgia literature and managerial implications for social media marketing are discussed.     

Is the Implicit Association Test a Valid and Valuable Measure of Implicit Consumer Social Cognition?

This article discusses the need for more satisfactory implicit measures in consumer psychology and assesses the theoretical foundations, validity, and value of the Implicit Association Test (IAT) as a measure of implicit consumer social cognition. Study 1 demonstrates the IAT's sensitivity to explicit individual differences in brand attitudes, ownership, and usage frequency, and shows their correlations with lAT‐based measures of implicit brand attitudes and brand relationship strength. In Study 2, the contrast between explicit and implicit measures of attitude toward the ad for sportswear advertisements portraying African American (Black) and European American (White) athlete–spokespersons revealed different patterns of responses to explicit and implicit measures in Black and White respondents. These were explained in terms of self‐presentation biases and system justification theory. Overall, the results demonstrate that the IAT enhances our understanding of consumer responses, particularly when consumers are either unable or unwilling to identify the sources of influence on their behaviors or opinions.     

The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation

This research investigates the effects of affect and cognition in consumers' information processing of branded content on Facebook pages. A model was suggested to delve into the elaboration process leading to consumer attitude formation. A 2 (purchase‐decision involvement: low versus high) × 2 (product categories: hedonic versus utilitarian) × 2 (sources of Facebook posts: brand posts versus consumer posts) between‐subjects experiment was conducted online. The validated model demonstrates the main effects that affective elaboration significantly supersedes cognitive elaboration in forming attitudes toward the posts and attitudes toward the brand. Post hoc analyses show further evidence of the interaction effects that affective elaboration is the dominant influencer when consumers process brand‐related information in Facebook posts across situations. Theoretical implications for future research and managerial suggestions for social media marketing are discussed. Copyright © 2015 John Wiley & Sons, Ltd.     

Temporal construal and time-dependent changes in preference

Five studies tested the predictions of temporal construal theory and time-discounting theories regarding evaluation of near future and distant future options (outcomes, activities, products). The options had abstract or goal-relevant features (called high-level construal features) as well as more concrete or goal-irrelevant features (called low-level construal features). The studies varied the valence (positive vs. negative) and the type of valence (affective vs. cognitive) of the low-level and high-level construal features. The results show that the weight of high-level construal features, compared with the weight of low-level construal features, is greater in determining distant future preferences than near future preferences. The implications of the results for extant theories of time-dependent changes in preference are discussed.     

Regulatory focus systems and personal values

The present studies sought connections between two highly influential, but separate motivational systems: the regulatory foci and personal values. Study 1 (N = 173) showed that promotion focus was positively associated with Achievement and negatively with Tradition values, whereas prevention focus was positively associated with Conformity and Security values, and negatively with Self‐Direction and Stimulation values. Furthermore, interdependent self‐construal moderated trait prevention focus' associations with Power, Benevolence, Universalism, and Conformity values. Study 2 (N = 150) showed that a promotion‐framed message evoked more compliant behavior among those scoring high on Stimulation, Achievement, and Self‐Direction values, but that a prevention‐framed message evoked more compliance among those high in Conformity values. The results suggested that the regulatory foci are associated with certain values, and that these values may increase motivation in promotion‐ versus prevention‐relevant situations. Copyright © 2008 John Wiley & Sons, Ltd.     

Awe and guilt: Desirability and feasibility appeals in social media green campaigns

As the world has become increasingly concerned about environmental plastic pollution, private and public sectors remain devoted to creating effective green marketing campaigns on social media platforms. Drawing upon construal level theory and appraisal tendency theory, this research examines the interaction effect of green ad appeals and two distinct emotions—awe and guilt—on consumers' social media engagement and pro-environmental intentions. The findings from two experimental studies demonstrate that when individuals experience awe, desirability (vs. feasibility) message appeals generate stronger engagement in social media green campaigns. In contrast, it was found that when individuals experience guilt, feasibility (vs. desirability) message appeals enhance social media engagement and pro-environmental behaviors more effectively. This research offers novel theoretical contributions to the existing body of literature and provides practical insights by suggesting that awe and guilt act as moderators leading to greater consumer responses when used with matching social media messages promoting green campaigns.     

Construing Consumer Decision Making

Understanding how consumers represent outcomes and weigh different decision criteria is critical to consumer behavior research. Construal‐level theory articulates how psychological distance alters the mental representation of inputs and the effective weight given to “high‐level” and “low‐level” criteria. Trope, Liberman, and Wakslak (2007) provide a review of this literature. In this commentary, we illustrate the relevance of construal‐level theory to issues in consumer psychology, particularly consumer decision making. We highlight specific questions that researchers could address by considering consumer behavior within the framework of changes in construal. We focus our discussion on how construal levels affect consideration sets and how shifts in weight from high‐level to low‐level features might lead to consumer regret and dissatisfaction. Construal level can help us understand follow‐through on stated intentions for “really new” products and illuminate public‐policy issues such as consumer saving for retirement and nonredemption of rebates. We identify open issues related to how construal levels for the same object evolve over time and whether resources differ in terms of how susceptible they are to psychological distance effects.     

Need for Cognition Moderates Responses to Framed Smoking‐Cessation Messages1

Smoking‐cessation messages usually emphasize the costs of continuing to smoke (loss‐framed). However, prospect theory suggests that messages that instead emphasize the benefits of quitting smoking (gain‐framed) could be more effective than loss‐framed messages because smoking cessation is likely viewed as a cancer‐prevention behavior with a certain rather than a risky outcome. In this study, smokers at public events read brochures containing brief gain‐ or loss‐framed smoking‐cessation messages. The influence of framing was moderated by participants' need for cognition (NFC). Individuals lower in NFC had greater intention to quit after reading a gain‐framed message than after reading a loss‐framed message a finding consistent with our predictions whereas framing did not affect the persuasiveness of messages among people higher in NFC.     

To trust or not to trust: How self‐construal affects consumer responses to interpersonal influence

Although people generally prefer persuasive messages that align with their self‐construal, the present research explores a seemingly paradoxical situation wherein mismatched message that does not align with people's self‐construal is positively received. Given sufficient cognitive capacity to trigger persuasion knowledge—the knowledge of persuasion tactics that are encountered in the marketplace, the use of an individually focused persuasion attempt on consumers with an interdependent self‐construal results in greater levels of trust in the sales agent. In contrast, consumers with an independent self‐construal respond similarly to different types of persuasion attempts. Persuasion knowledge is a mechanism for variations in trust. The findings replicate those of prior work, and the robustness of the effects is confirmed via small‐scale meta‐analysis.