越拥挤,越利己？——社会拥挤与广告诉求对绿色产品购买意愿的影响研究

摘要/Abstract

摘要： 企业通过绿色营销向消费者传播保护环境发展理念,提高消费者对绿色产品的购买意愿,对于企业品牌形象和占领绿色产品市场份额具有重要意义。本研究旨在探讨社会拥挤和广告诉求方式之间如何匹配,才能提高绿色广告的说服效果。以行为限制学理论为基础,通过3个实验,探讨了社会拥挤与广告诉求的匹配效应对消费者绿色产品购买意愿的作用机制及其影响边界。研究结果表明:社会拥挤和广告诉求对消费者绿色产品购买意愿存在交互效应。具体来说,在高社会拥挤的场景中,利己广告诉求更能促进消费者绿色产品的购买意愿;低社会拥挤的场景中,利他广告诉求更能促进消费者绿色产品的购买意愿。加工流畅性在这一交互效应的影响路径中起中介作用且消费者自我监控水平对交互效应起调节作用,只有消费者自我监控水平较低时,这种交互效应才显著。因此,企业在绿色产品的营销中应关注社会拥挤与广告诉求的匹配效应,以达到更好的绿色广告效果。

关键词: 社会拥挤, 广告诉求, 自我监控, 加工流畅性

Abstract: That enterprises use green marketing to spread the concept of environmental protection development to consumers, and increase consumers' willingness to purchase green products is of great significance to their brand image and the market share of their green products. The purpose of this study is to explore the matching effect between the social crowding and the advertising appeal in order to improve the persuasion effect. Based on the Behavior Restriction Theory(BRT), this paper conducts three experiments to study the mechanism and boundary of the matching effect of the social crowding and the advertising appeal on consumers' willingness to purchase green products. The results of the study show that the social crowding and the advertising appeal have an interactive effect on consumers' willingness to purchase green products. Specifically, in a high-crowded social environment, the Egoistic appeal can promote consumers' willingness to purchase green products whereas in low-crowded scenes, the altruistic appeal can promote consumers' green product purchase intentions. Processing fluency plays an intermediary role in this interactive effect path and the consumer self-monitoring level regulates the interactive effect. This interactive effect is only significant when the consumer self-monitoring level is low. In the marketing of green products, enterprises should pay attention to the matching effect of the social crowding and the advertising appeal so as to achieve a better persuasion effect.

Key words: SocialCrowding, AdvertisingAppeal, Self-Monitor, Processing Fluency

中图分类号:

F713.55

黄利瑶,王乾. 越拥挤,越利己？——社会拥挤与广告诉求对绿色产品购买意愿的影响研究[J]. 财经论丛, 2020, 36(6): 85-94.

HUANG Liyao,WANG Qian. The More Crowded, the More Selfish? ——Research on the Influence of Social Crowding and Advertising Appeal on Green Product Purchase Intention[J]. , 2020, 36(6): 85-94.

参考文献

[1] Desor A.Toward a Psychological Theory of Crowding[J]. Journal of Personality & Social Psychology. 1972,21(1):79-83.
[2] Green T.,Peloza J.Finding the Right Shade of Green:The Effect of Advertising Appeal Type on Environmentally Friendly Consumption[J]. Journal of Advertising. 2014,43(2):28-41.
[3] Jacobsen J.,Iversen N.,Hem L. Hotspot Crowding and Over-Tourism: Antecedents of Destination Attractiveness[J]. Annals of Tourism Research. 2019,76(1):53-66.
[4] Shen Manqiong,Wang Haizhong.,Hu Guimei. A Literature Review and Prospects of Social Crowding Research in Marketing[J]. Foreign Economics & Management. 2019,41(3):85-97.
[5] Collette J.,Webb S.Urban Density,Household Crowding and Stress Reactions[J]. Journal of Sociology. 1976,12(3):84-91.
[6] Griffit W.,Veitch R. Hot and Crowded: Influence of Population Density and Temperature on Interpersonal Affective Behavior[J]. Journal of Personality and Social Pcychology. 1971,17(1):92-98.
[7] Sherrod D. Crowding,Perceived Control,and Behavioral Aftereffects[J]. Journal of Applied Social Psychology. 1974,4(2):171-186.
[8] Milgram S. The Experience of Living in Cities[J]. Science. 1970,167:1461-1468.
[9] Valins S.,Baum A. Residential Group Size, Social Interaction, and Crowding[J]. Environment and Behavior. 1973,5(4):21-39.
[10] Machleit K.,Kellaris J.Eroglu S. Human Versus Spatial Dimensions of Crowding Perceptions in Retail Environments: A Note on Their Measurement and Effect on Shopper Satisfaction[J]. Marketing Letters. 1994,5(1):83-94.
[11] Epstein Y. Crowding Stress and Human Behavior[J]. Journal of Social Issues. 1981,37(1):26-44.
[12] Harrell G.,Hutt M.,Anderson J.Path Analysis of Buyer Behavior Under Conditions of Crowding[J]. Journal of Marketing Research.1980,17(1):45-51.
[13] Shuqin W.,Tyson A. An. The Power of Information on Customers' Social Withdrawal and Citizenship Behavior in a Crowded Service Environment[J]. Journal of Service Management. 2019,30(1):23-47.
[14] Hui M.,Bateson J. Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience[J]. Journal of Consumer Research. 1991,18(1):74-84.
[15] Park S.,Zhang S. A Pilot Study of Circulation Layout Based on Perceived Retail Crowding[J]. Journal of Retailing and Consumer Services. 2019,49(3):5-15.
[16] Eroglu S.,Machleit K.,Barr T. Perceived Retail Crowding and Shopping Satisfaction: The Role of Shopping Values[J]. Journal of Business Research. 2005,58(11):46-53.
[17] Consiglio I.,Angelis M.,Costabile M. The Effect of Social Density on Word of Mouth[J]. Journal of Consumer Research. 2018,45(5):11-28.
[18] Huang X.,Huang Z.,Wyer R. Slowing Down in the Good Old Days: The Effect of Nostalgia on Consumer Patience[J]. Journal of Consumer Research.2016,43(3):372-387.
[19] Mehta R. Understanding Perceived Retail Crowding: A Critical Review and Research Agenda[J]. Journal of Retailing and Consumer Services. 2013,20(6):642-649.
[20] Baum A.,Koman S. Differential Response to Anticipated Crowding: Psychological Effects of Social and Spatial Density[J]. Journal of Personality and Social Psychology. 1976,34(3):526-536.
[21] Puzakova M.,Kwak H. Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences[J]. Journal of Marketing. 2017,81(6):99-115.
[22] Andrews M.,Luo X.,Fang Z. Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness[J]. Marketing Science. 2015,35(2):18-33.
[23] Xu J.,Shen H.,Wyer R. Does the Distance Between Us Matter? Influences of Physical Proximity to Others on Consumer Choice[J]. Journal of Consumer Psychology. 2012,22(4):18-23.
[24] Levav J.,Zhu R. Seeking Freedom Through Variety[J]. Journal of Consumer Research. 2009,36(4):600-610.
[25] O'Guinn T.,Tanner R.,Maeng A. Turning to Space: Social Density, Social Class, and the Value of Things in Stores[J]. Journal of Consumer Research.2015,42(2):196-213.
[26] Maeng A.,Tanner R. Construing in a Crowd: The Effects of Social Crowding on Mental Construal[J]. Journal of Experimental Social Psychology. 2013,49(6):1084-1088.
[27] Zinkhan G.,Carlson L. Green Advertising and the Reluctant Consumer[J]. Journal of Advertising. 1995,24(2):1-6.
[28] Schuhwerk M.,Lefkoff-Hagius R. Green or Non-Green? Does Type of Appeal Matter When Advertising a Green Product[J]. Journal of Advertising. 1995,24(2):45-54.
[29] 盛光华,岳蓓蓓,龚思羽.绿色广告诉求与信息框架匹配效应对消费者响应的影响[J]. 管理学报.2019,16(3):128-135.
[30] Stokols D. A Social-Psychological Model of Human Crowding Phenomena[J]. Journal of The American Institute of Planners. 1972,38(2):72-83.
[31] Regoeczi W. When Context Matters: A Multilevel Analysis of Household and Neighbourhood Crowding on Aggression and Withdrawal[J]. Journal of Environmental Psychology. 2003,23(4):457-470.
[32] 吴颍宣,施建军,贺凤娟.自我监控人格研究述评与展望[J]. 外国经济与管理.2017,39(4):117-128.
[33] Snyder M. Self-Monitoring of Expressive Behavior[J]. Journal of Personality and Social Psychology. 1974,30(4):526-537.
[34] Prentice S.,Rogers R. Effects of Public and Private Self-Awareness on Deindividuation and Aggression[J]. Journal of Personality and Social Psychology. 1982,43(3):503-513.
[35] Flynn F.,Reagans R.,Amanatullah E. Helping One's Way to the Top: Self-Monitors Achieve Status by Helping Others and Knowing Who Helps Whom[J]. Journal of Personality and Social Psychology. 2006,91(6):1123-1137.
[36] Gangestad S.,Snyder M. Self-Monitoring: Appraisal and Reappraisal[J]. Psychological Bulletin. 2000,126(4):530-555.
[37] Reber R.,Wurtz P.,Zimmermann T. Exploring “Fringe” Consciousness: The Subjective Experience of Perceptual Fluency and Its Objective Bases[J]. Consciousness and Cognition. 2004,13(1):47-60.
[38] Landwehr,Labroo A.,Herrmann A. Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts[J]. Marketing Science. 2011,30(4):16-29.
[39] Winkielman P.,Cacioppo J. Mind at Ease Puts a Smile on the Face: Psychophysiological Evidence that Processing Facilitation Elicits Positive Affect[J]. Journal of Personality and Social Psychology. 2001,81(6):79-89.
[40] 靳菲,朱华伟.消费者的权力感与冲动购买[J]. 心理学报.2016,48(8):80-90.
[41] Lee A. The Prevalence of Metacognitive Routes to Judgment[J]. Journal of Consumer Psychology. 2004,14(3):49-55.
[42] Shen H.,Zhang M.,Krishna A. Computer Interfaces and the “Direct-Touch” Effect: Can Ipads Increase the Choice of Hedonic Food[J]. Journal of Marketing Research. 2016,53(7):45-58.
[43] Song H.,Schwarz N. If It's Difficult to Pronounce,It Must Be Risky:Fluency,Familiarity,and Risk Perception[J]. Psychological Science. 2009,20(2):135-138.
[44] Shapiro S.,Nielsen J.What the Blind Eye Sees:Incidental Change Detection as a Source of Perceptual Fluency[J]. Journal of Consumer Research. 2012,39(6):1202-1218.
[45] Kyung E.,Thomas M.,Krishna A. When Bigger is Better (and When It is Not): Implicit Bias in Numeric Judgments[J]. Journal of Consumer Research. 2017,44(1):62-79.
[46] Yang D.,Lu Y.,Zhu W., Su C. Going Green:How Different Advertising Appeals Impact Green Consumption Behavior[J]. Journal of Business Research. 2015,68(12):2663-2675.
[47] Lennox R., Wolfe R. Revision of the Self-Monitoring Scale[J]. Journal of Personality and Social Psychology, 1984.46(6):1349-1364.
[48] Kim H.,Rao A.,Lee A. It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion[J]. Journal of Consumer Research. 2008,35(8):77-89.
[49] Hayes A.Introduction to Mediation,Moderation,and Conditional Process Analysis[J]. Journal of Educational Measurement,2013,51(3):335-337.