健康还是美味?广告诉求和自我问责感对食品购买意愿的影响
Health-oriented or Taste-oriented?The Impact of Advertising Appeals and Self-accountability on Consumers'Food Purchase Intention
江红艳 1刘恬 2刘慧雯2
作者信息
- 1. 中国矿业大学经济管理学院,徐州 221116;大数据营销与绿色创新研究中心,徐州 221116
- 2. 中国矿业大学经济管理学院,徐州 221116
- 折叠
摘要
随着人们健康意识的提升,广告商推出的各类健康诉求广告引起了消费者的追捧;同时,与之相对应的美味诉求广告也同样受到消费者欢迎.而企业选择健康诉求还是美味诉求才能更有效地刺激食品消费行为产生?鉴于此,本研究立足于自我差异理论的视角,考虑人们缩小实际自我与理想自我之间差异的倾向不同,探究广告诉求(健康vs.美味)与自我问责感(高vs.低)对消费者食品购买意愿的交互影响,并考虑在产品类型(不健康vs.健康)这一调节变量上的差异.实验1a和1b表明,在高(低)自我问责感的条件下,健康(美味)诉求会显著提升消费者的不健康食品购买意愿.实验2 在基于目标选择模型的理论基础上,发现功能性/享乐性目标激活强度是广告诉求与自我问责感对不健康食品购买意愿产生交互作用的中介机制.此外,实验3 揭示了产品类型(不健康vs.健康)可以作为上述效应成立的边界条件.具体而言,针对不健康产品,广告诉求与自我问责感的交互效应与先前研究结果保持一致;而针对健康产品,上述效应不显著.本研究结论拓展了自我差异理论和基于目标选择模型的理论内涵,同时为企业在不同诉求广告设计和产品宣传等方面提供重要的实践启示.
Abstract
With the enhancement of people's health awareness,advertisers have launched various health appeal advertisements that have gained popularity among consumers.However,taste appeal advertisements also enjoy considerable popularity.Which approach should en-terprises adopt—health-oriented marketing or taste-focused messaging—in order to more effectively stimulate consumers'food purchase behavior?To address this,based on the self-discrepancy theory,this study,taking into consideration that people have different tenden-cies to narrow the difference between their actual and ideal selves,explores the interaction effect of(health vs.taste)advertising appeal and(high vs.low)self-accountability on consumers'food purchase intention,while considering the moderating role of product type(unhealthy vs.healthy).Study 1a and 1b demonstrate that under the condition of high(low)self-accountability,healthy(taste)ap-peals will significantly enhance consumers'food purchase intention.Based on the theoretical basis of the goal-based choice model,Study 2 shows that the extent ot which functional/hedonic goal is activated mediates how advertising appeal and self-accountability interactively act on food purchase intention.Furthermore,Study 3 reveals that product type(unhealthy vs.healthy)can serve as a boundary condition under which the above effect holds.Specifically,for unhealthy products,the interaction effect between advertising appeal and self-accountability is significant;for healthy products,the above effect is not significant.The conclusions of this study expand the theoretical connotation of the self-discrepancy theory and the goal-based choice model,and provide important practical enlightenment for enterprises in the aspects of different appeal advertising design and product promotion.
关键词
健康诉求/美味诉求/自我问责感/目标激活强度/食品购买意愿Key words
health appeal/taste appeal/self-accountability/goal activation/food purchase intention引用本文复制引用
出版年
2024
NETL
NSTL
万方数据