Light Effect on Advertising Persuasion:An Experimental Research Based on Environmental Psychology
From the perspective of environmental psychology,this research focuses on the specific physical situation built by"people-advertising-light environment"in which advertising is disseminated.Three experiments try to find the specific mechanism that light environment influences advertising effect.The result shows that product type serves as moderator between light environment and the attitude towards product of consumers.For utilitarian products,the attitude of consumers is more positive in the environment with sufficient light,by contrast,the attitude towards hedonic products of consumers is more positive in a much dimmer environment.This moderating effect is achieved through the mediating variable of consumers'self-presentation consciousness.For utilitarian products,self-presentation consciousness plays a mediating role,that is,in the bright light environment,consumers'self-presentation consciousness is stimulated to hold a more positive attitude towards practical goods.But for hedonic products,self-presentation consciousness does not play a mediating role.The research results can promote the expansion of advertising theory perspective and guide advertising practice.
light effectslight and dim environmentproduct typeself-presentationadvertising persuasion
万方数据
维普
