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Consumers' Response to Commercials: When the Energy Level in the Commercial Conflicts with the Media Context

机译:消费者对商业广告的反应:当商业广告中的能量水平与媒体环境发生冲突时

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This research examines how media-induced consumer activation level affects consumer response to highly energetic commercials. Over six studies, including a Hulu field experiment, the authors report that consumers who are experiencing a deactivating emotion (e.g., sadness induced by a movie) find it more difficult to watch highly energetic commercials compared with consumers who are not experiencing a deactivating emotion. As a result, consumers experiencing a deactivating emotion are less likely to watch highly energetic commercials and recall the advertiser compared with consumers who are not experiencing a deactivating emotion. The authors do not observe these effects when consumers experiencing a deactivating emotion watch commercials that are moderately energetic or when consumers do not experience a deactivating emotion. These findings suggest that when advertisers run commercials in a media context that induces a deactivating emotion (e.g., sadness, relaxation, contentment), they should avoid running highly energetic commercials (e.g., with upbeat, enthusiastic spokespeople). In addition, this research recommends that when advertisers are unable to determine the emotions induced by the media context, they should run commercials that are moderate in energy. The results of a meta-analysis across the present studies show that consumers experiencing a deactivating emotion will respond as much as 50% more favorably to moderately energetic commercials compared with highly energetic commercials.
机译:这项研究研究了媒体诱发的消费者激活水平如何影响消费者对高能商业广告的反应。在包括Hulu现场实验在内的六项研究中,作者报告说正在经历消极情绪的消费者(例如电影引起的悲伤)发现,与没有经历消极情绪的消费者相比,观看高能量的广告更加困难。结果,与没有经历失落情绪的消费者相比,经历失落情绪的消费者不太可能观看高能量的广告并召回广告商。当消费者体验到消极情绪时观看适度精力充沛的广告,或者当消费者没有消极情绪时,作者没有观察到这些影响。这些发现表明,当广告商在引起消极情绪(例如,悲伤,放松,满足)的媒体环境中运行广告时,他们应该避免运行充满活力的广告(例如,以乐观,热情的代言人)。此外,这项研究建议,当广告商无法确定由媒体环境引起的情绪时,他们应该投放能量适度的广告。本研究的荟萃分析结果表明,与情绪高涨的商业广告相比,经历情绪低落的消费者对中等精力旺盛的商业广告的反应要高出50%。

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