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首页> 外文期刊>Journal of Business Research >The persuasiveness of guilt appeals over time: Pathways to delayed compliance
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The persuasiveness of guilt appeals over time: Pathways to delayed compliance

机译：随着时间的流逝，内appeal的说服力会吸引人：延误履约的途径

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Past research on guilt-elicitation in marketing does not examine how the communications' effects might persist over time, when there is a gap between advertising at time 1 and the time of choice consideration at time 2. This study explores the processes leading to delayed compliance through guilt-based communications. Guilt elicitation enhances transportation into the message, driving message compliance through the effect of transportation. Transportation explains the effects recorded several days after campaign exposure. The influence of transportation is mediated by two pathways: increases in anticipated guilt and perceived consumer effectiveness. The message type moderates the relevance of different pathways in explaining persuasiveness. Appeals delivered through a text and image message (rather than text only) are more effective in driving compliance and shape reactions via guilt anticipation. The study raises important implications for research on the use of guilt appeals and the design of more effective messages based on this emotion.
机译：过去关于营销中的内感诱发问题的研究并未探讨当时间1的广告与时间2的选择考虑时间之间存在间隙时，传播的效果如何随时间持续存在。本研究探讨了导致延迟合规的过程通过基于内communications的交流。内lt感的激发增强了信息的传递，通过传递的影响来推动信息的顺从性。运输说明活动暴露后几天记录的效果。运输的影响通过两种途径来调节：预期的内：感的增加和消费者的感知效力。在解释说服力时，消息类型适度了不同途径的相关性。通过文本和图像消息（而不是仅文本）传递的呼吁通过内lt的预期在促进依从性和塑造反应方面更有效。该研究对使用内感诉求和基于这种情感设计更有效的信息产生了重要的启示。

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