...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>The Journal of Advertising >Attributes Versus Benefits: The Role of Construal Levels and Appeal Type on the Persuasiveness of Marketing Messages
【24h】

Attributes Versus Benefits: The Role of Construal Levels and Appeal Type on the Persuasiveness of Marketing Messages

机译：属性与收益：解释水平和申诉类型在营销信息说服力中的作用

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

When should marketers emphasize attributes or benefits in their communications? Grounded in construal-level theory, the results of four studies suggest that when a purchase is planned for the distant future or when construal levels are high, benefit-based appeals are more persuasive than attribute-based appeals. By contrast, when a purchase is planned for the near future or when consumers are predisposed to low construal levels, attribute-based appeals are equally as persuasive as benefit-based appeals. However, when low construal levels are temporarily induced using a mind-set manipulation, attribute-based appeals are found to be more persuasive than benefit-based appeals. Moreover, we demonstrate how these effects occur only when processing fluency is uninhibited. This research establishes an important link between these appeal types and construal levels, subsequently demonstrating when marketers should use these appeals.
机译：营销人员何时应在交流中强调属性或收益？基于解释水平的理论，四项研究的结果表明，当为遥远的未来计划购买或解释水平很高时，基于利益的呼吁比基于属性的呼吁更具说服力。相比之下，当计划在不久的将来进行购买时或当消费者倾向于低消费水平时，基于属性的上诉与基于利益的上诉具有说服力。但是，当使用思维定式操作暂时诱导低解释水平时，发现基于属性的上诉比基于利益的上诉更具说服力。而且，我们证明了只有在不抑制处理流利性的情况下，这些影响才会发生。这项研究在这些申诉类型和解释级别之间建立了重要的联系，随后证明了营销人员何时应该使用这些申诉。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号