摘要
基于认知一致性理论对广告诉求和环境态度对绿色产品广告心理效果的影响进行研究,通过2(诉求方式:绿色/利益)×3(环境态度:利己/利他/生态)的被试间实验发现,对于持利己环境态度的消费者,采用利益(VS.绿色)诉求方式能够使他们产生更积极的广告态度和更高的购买意愿;而对于持利他环境态度和生态环境态度的消费者,采用绿色(VS.利益)诉求方式的效果更好。
Based on the cognitive eonsisteney theory, this research investigated the influence of advertising appeal and environmental attitudes on the psychological effect of green products ads. From between-subjects experiment of 2 （advertising appeals： green/beneficial） x3 （environmental attitudes： egoistie/altruistie/biospherie）, results reveal that beneficial（vs, green）appeal is more effective in generating positive attitudes toward the ad and increasing the purchase intentions for consumers with selfinterest environmental attitudes, while green （vs. beneficial）appeal is more effective for consumers with altruism environmental attitudes and ecological environment attitudes.
出处
《经济与管理》
CSSCI
2017年第1期65-71,共7页
Economy and Management
基金
国家软科学研究计划重大项目(2011GXS1D005)
关键词
广告诉求
绿色诉求
利益诉求
环境态度
绿色广告
广告心理效果
advertising appeal, green appeal, beneficial appeal, environmental attitudes, green advertising, advertising psyehologieal effect
