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首页> 外文期刊>Journal of Business Research >Anything you can imagine is possible: How imagining can overcome visceral drive states elicited in promotional advertising
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Anything you can imagine is possible: How imagining can overcome visceral drive states elicited in promotional advertising

机译：您可以想象的任何事情是可能的：如何想象如何克服在促销广告中引发的内脏驱动状态

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摘要

Temptation constitutes an obstacle to goals, especially when energizing visceral (i.e. instinctive) drive states. This is clear from research in evolutionary biology. Promotional advertising highlighting scarcity tempts consumers to buy offerings in conflict with long-term interests, because they generate a visceral (e.g. emotional) response (pilot study 1). Given that imagining (i.e. visualizing) can facilitate self-efficacy, the belief in one's ability, this research investigates how balanced imagining (i.e. visualizing positive success and negative obstacles) moderates the effect of visceral cue presence on responses to online promotional advertisements. Five experiments show that balanced imaginings enhance willpower even when shown visceral stimuli. However, those experiencing only positive or negative imaginings still experience more favorable responses when ads have visceral stimuli present versus absent (pilot study 2-3; study 1-2). Studies 2 and 3 reveal self-efficacy as a mediator. This work contributes uniquely to the promotional advertising literature, and has both managerial and theoretical implications.
机译：诱惑构成目标的障碍，特别是在激励内脏（即本能）驱动状态时。这是从进化生物学的研究中清楚的。促销广告突出稀缺的稀缺诱惑消费者在与长期利益冲突中购买产品，因为它们产生了内脏（例如情绪）反应（试点研究1）。鉴于这种想象（即，可视化）可以促进自我效能，这项研究对一个人的能力来说，这项研究调查了如何平衡的想象（即，可视化的积极成功和负面障碍），使内脏提示存在对在线促销广告的回应中的影响。五个实验表明，即使在显示内心刺激时，平衡的想象也增强了意志力。然而，当广告具有缺席的情况与缺席存在的缺陷（试验研究2-3;研究1-2）时，只有积极的或负面想象的人仍然经历更有利的反应。研究2和3显示自我效能作为调解员。这项工作贡献了促销广告文学，并具有管理和理论意义。

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