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首页> 外文期刊>European journal of marketing >Predicting handbill avoidance in Hong Kong and the UK
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Predicting handbill avoidance in Hong Kong and the UK

机译：预测香港和英国的避免使用传单

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Purpose - Handbills are an interesting advertising medium since they are distributed by people in a social context. Little, however, is known about why handbills are often avoided. This study was designed with the purpose of extending previous research on advertising avoidance by using social psychological variables to explain consumers' avoidance of handbills in Hong Kong and the UK. Design/methodology/approach - A survey of 337 individuals was conducted (166 in Hong Kong and 171 in the UK). A series of hypotheses relating to perceived handbill clutter, perceived goal impediment, and the perceived manner of the distributer were tested. Findings - Perceived handbill clutter was found to be the strongest predictor of handbill avoidance in both Hong Kong and the UK. The second strongest predictor was perceived goal impediment. The perceived manner of the distributor did not predict handbill avoidance in Hong Kong, but it did predict handbill avoidance in the UK. Research limitations/implications - The study's methodology has a number of limitations. First, the measure of the distributor's perceived manner may not have directly tapped the distributor dimensions of importance to handbill avoidance. Second, no account was taken of non-response bias. The model also did not recognize that there may be other variables capable of explaining handbill avoidance. Practical implications - The results suggest that effort is needed to raise the perceived value of handbills so that their perceived value neutralizes any perceptions of goal impediment. In addition, handbill designers need to find creative ways to stand out from the clutter. In the UK, deportment should be considered when distributors are recruited and trained. Originality/value - Handbills are frequently used as a promotional tool. In two contrasting countries, this study found that perceived handbill clutter, perceived goal impediment, and perceived manner of the distributer influence handbill avoidance. The research has extended theoretical knowledge related to advertising avoidance and generated insights that are likely to be of practical value to marketers.
机译：目的-传单是一种有趣的广告媒介，因为它们是人们在社交环境中分发的。然而，对于为什么经常避免使用传单的情况知之甚少。本研究旨在通过使用社会心理变量来解释香港和英国消费者避免使用传单的方式，从而扩展了先前关于广告避免的研究。设计/方法/方法-对337个人进行了调查（香港为166人，英国为171人）。测试了一系列与感知的传单杂波，感知的目标障碍以及感知的分发者方式有关的假设。调查结果-在香港和英国，感知到的传单杂物被认为是避免传单的最强预测因子。第二强的预测因素是目标障碍。分销商的感知方式并不能预测香港的避免传单，但可以预测英国的避免传单。研究的局限性/含义-研究的方法有许多局限性。首先，对分销商感知方式的衡量可能未直接利用分销商对避免传单的重要性。其次，没有考虑到非回答偏见。该模型还没有意识到可能还有其他变量可以解释避免使用传单。实际意义-结果表明，需要努力提高传单的感知价值，以使感知价值抵消目标障碍的任何感知。此外，传单设计者需要找到创造性的方法来脱颖而出。在英国，招募和培训分销商时应考虑驱逐出境。创意/价值-传单经常被用作促销工具。在两个形成鲜明对比的国家，这项研究发现，感知到的传单杂乱，感知到的目标障碍以及分销商的感知方式都会影响避免传单。这项研究扩展了与避免广告有关的理论知识，并产生了可能对营销人员具有实际价值的见解。

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