• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Aww effect: Engaging consumers in 'non-cute' prosocial initiatives with cuteness
【24h】

Aww effect: Engaging consumers in 'non-cute' prosocial initiatives with cuteness

机译：AWW效果：以可爱的可爱，从事“非可爱”的女性倡议中的消费者

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

摘要

Engaging consumers in prosocial practices can increase their favorable responses toward a company. We suggest that cuteness cues of a third party (i.e., neither beneficiary nor benefactor) spur consumer engagement in such practices. It is well-known that a cute X stands a higher chance of being helped than a non-cute Y. This research examines a novel effect of cuteness which we call the "aww effect": How does an exposure to a cute X influence consumers' prosociality benefitting a non-cute Y? The results from four studies show that viewing cute images and listening to cute sounds prompt prosocial responses enhancing the welfare of a non-cute target. Moreover, cuteness cues increase the effectiveness of an appeal emphasizing benefits to non-cute targets (vs. benefits to the self). Taken together, our findings lend converging support to the aww effect and inform marketers of an effective use of cuteness cues to engage consumers in prosocial initiatives.
机译：在女性化实践中吸引消费者可以增加对公司的有利反应。我们建议第三方的可爱线索（即，既未受益人也不是受益者）刺激消费者在此类做法中的参与。众所周知，一个可爱的X比不可爱的Y符合更高的机会。这项研究检查了我们称之为“AWW效应”的可爱的新效果：如何暴露于可爱的X影响消费者'ProSocality有利于不可爱的Y？四项研究的结果表明，观看可爱的图像，听起来可爱的声音促使女性反应增强了非可爱目标的福利。此外，可爱提示增加了吸引力强调对非可爱目标的益处的有效性（对自我的福利）。我们的研究结果汇集了对AWW效应的融合支持，并告知营销人员有效地利用可爱提示，以吸引消费者在口语倡议中。

著录项

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